Paper 1, Introduction

Thesis statement: Why is "cultural reinforcement",(619), so important in the context of advertising a product, in contrast to the premise of a commercial just being imaginative entertainment?

Paragraph 1: Scholes mentions, " Either way they serve us with the greatest single virtue of art, change from the normal, a defense against the ever-present threat of boredom."(619)

Paragraph 2: Scholes points out, "It is the myth of America itself, of the racial melting pot, of justice done without fear or favor."

Paragraph 3: Scholes believes: "These derangement's of normal visual processing can be seen as either constraints or extensions of visual power-that is, as power over the viewer or as extensions of the viewer's own optical power, or both."(691)


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