paper number 2

Paper number 2 - Woods Brennan Woods Professor Walton English 101 G The Theft of the Mind Ralph Waldo Emerson once said One must be an inventor to

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Brennan Woods Professor Walton English 101 G November 13, 2009 The Theft of the Mind Ralph Waldo Emerson once said, “One must be an inventor to read well”. In order for one understanding a piece of literature, he or she must be able to synthesize details and previous knowledge to understand an idea. Robert Scholes’ essay entitled “On Reading A Video Text” appeared in the book Protocols of Reading 1989. Scholes believes that through the use of “matrices of power and pleasure” commercials can hold the minds of an audience captive. Matrices of power and pleasure can be defined as the techniques used by marketing professionals to capture the attentions of its viewers. By taking narration, music, and visual fascination, a video text, also known as a commercial, can hold a viewer’s mind within its grasp long enough to persuade them into buying products. One of the most important matrices of power and pleasure is cultural reinforcement. Scholes defines cultural reinforcement as the use of previous information and relate to a target audience. By focusing on a target audience, a commercial can focus on a certain ethnicity, age, and occupation. By offering a human relation throughout itself, a commercial can link with their people as though it is speaking to the individual viewer on a personal level. In his essay, Scholes uses a Budweiser commercial which tells the story of young African American male who has been working for numerous years in the minor baseball leagues as an
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umpire. In the twenty-second commercial, the umpire was promoted to the major leagues where the game of baseball is more intense. Scholes uses cultural reinforcement to show how America was facing civil rights with equal opportunity among various occupations. The presence of an
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This note was uploaded on 03/26/2012 for the course ENG 101 taught by Professor Bell during the Spring '08 term at Emory.

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Paper number 2 - Woods Brennan Woods Professor Walton English 101 G The Theft of the Mind Ralph Waldo Emerson once said One must be an inventor to

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