Commercials appear every time someone is watching TV. You will never find a program without commercials left out. When I watch TV I would be like “What’s the point of the commercial” or “Who cares, what they are trying to promote.” Many of us watch commercials without thinking what are the real significance in to what’s it trying to do. After reading the article “On Reading a Video Text” I understand how commercials are connected to people and how each part that is showed in a video text actually means something. By just, a little thing showed in a video text it can mean or even say something to relate it to what the video text is selling you. Scholes believes that a video text has its ways to manipulate people in order for us to view it differently. “By, cultural reinforcement, I mean the process trough which video texts confirm viewers in their ideological positions and reassure them…which operates in the ethical-political realm, is an extremely important element of video textuality…..an extremely important dimension of all the mass media.” Scholes is explaining is the producers have a good attention of people in what they are promoting they think that they are doing well. They show it to the media to brain wash us the humans. Scholes uses this quote to explain the Budweiser commercial. Were he tells the story of how they connect a man with baseball and how his life changed with Budweiser. He goes on telling us why we should understand the meaning of this commercial and how it makes a part to the “American Dream.”
The commercial that I choose to use and watch is a Corona Commercial in Spanish with English words translating on what its saying. In this commercial ad it starts of by showing a man dancing in a club. There are a whole lot of people in their dancing with groups of people and there is one guy who is dancing alone who no one pays attention to. The DJ tells him what kind of dance is that, and begins telling him how he doesn’t have the rhythm to dance. The Corona commercial is not only trying to sell you of this special brand of beer but, looking at it closely is actually telling you more than what it’s written on the text. In the ad it shows many young people but, also an old lady. Its telling you that it doesn’t matter what age or type of person you are, Corona beer would make people want you. It also shows both gender of women and men with beer on their hand and having a good time. This video is not leaving out certain people in this ad, its showing connections. When you see the video it shows you, that you will have a good time no matter who you are and with whom, as long as there is a beer on your side you’ll be great. The commercial is changing how someone is by giving him beer and making him something that he’s not. It’s changing his way of appearance to the way others see him and others liking him only because he has a beer and not for who he really is. The commercial add is basically telling you, were the only beer who can give you popularity and attention. You will have hot girls by your side and rhythm to your dancing. People would like you if you choose us. BUY US!! BUY US!!
http://www.youtube.com/watch?v=Lk2GK5V7KME
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