On Reading a Video Text Par 3

In Robert Scholes essay "On Reading A Video Text" he discribes how a simple Budweiser commercial is able to tell a life story of a black man pursuing a career as a baseball umpire trying to make it to the Major League to fulfill his dreams. They are able to tell this mans life story in twenty-eight seconds useing narration and a musical track. How they make it understandable for the public eye is their way of depending on a cultural knowledge. A basic idea or understanding of american history and its past time. The umpire is faced with a tough call and is offended by the manager. In the end, the umpire makes the right call and toasts with a bottle of Bud which signifies a happy ending.