Robert Scholes,"On Reading A Video Text"

Scholes states, " The moments of surrender proposed to us by video texts come in many forms, but all involve a complex dymanic of power and pleasure. We are, for instance, offered a kind of power through the enhancement of our vision. Close-ups position us where we could never stand. Slow motion allows us an extraordinary penetration into the mechanics of movement, and , combined with music, lends a balletic grace to ordinary forms of locomotion." (619)
In the "Arby's Monkeys" commercial there are many aspects of Scholes statement involved. The close-up of the man & woman's faces give you a sence of power. The fast motion of the picture frames give a sense of pleasure, so much that you have a desire to watch it several times to drink in the whole commercial. Like Scholes commercial that he commented on, the power is in the thought of a product that is pleasing & satisfing to the persons interest. The motion, whether slow or not, has a fluent effect on the viewers mind;and, added with the music in the background maintains your interest in the visual aspect. Commercials are a very competitive business, so the dynamics of the visual are refined, & refined till the maker of the commercial is sure the products' sales will increase. This is the whole essense of the commercial, increased sales of that product. The majority of commercials aren't created to make you feel weak & insufficient. The power of "fitting in" is there for you to view, & if using the product can give you extreme satisfaction like the commercial implies . Your visual experience will be even more rewarded.


"Arby's Monkeys."Commercial. youtube. 9/12/2007. http://www.youtube.com/watch?v=Vg05vToa72k

Robert Scholes, "On Reading A Video Text." Literacies. 2nd ed. Ed.
Terence Brunk et al. New York: Norton. 2000. (619)