"On Reading A Video Text"

In Robert Scholes essay "On Reading A Video Text" he emphesis on the idea that we use our cultural understanding of American society to fill in the gaps to finish the story. Scholes makes a point to show that the commercial puts as many obstacles that need to be overcome as possible. i.e. black/white, old/young, bias/impartial. The whole premisses is playing on our own cultural myths about our country. The idea that no matter were you come from poor or rich, black or white, etc. you can acheive your goals in life.

Yours Truly Group 5