http://www.youtube.com/watch?v=1_UqaS89rng
In the video I chose, there were 3 men in an airplane in the opening scene. Two of these men seemed to be working together, and they didn’t seem friendly. One of the men pushed the third man out of the airplane door, and he begins to fall to his death. Until 2 men fly into the screen and give the falling man a parachute. He lands safely and walks away. The narrative I got from this commercial was “America as a brute force,” if we don’t get it our way we use our strength.
As a whole Scholes’s essay is urging us to look deeper into what we are watching, and critically analyze what we are taking in. I see a man being pushed out of an airplane, but for what reason? Are the men pushing him the “bad” people, or is he? Our mind generates these questions to build a background to this story. The background I came up with from this commercial was that the man being pushed out of the airplane had dome something to make the other men mad. The way the men got rid of the opposer was to throw him out of an airplane. The way our minds want to generate a background relates back to the “power and pleasure” we enjoy, it keeps us interested.
There were was one thing I saw in this ad that I could relate back to Scholes’s main point. He states that “Another way the seemingly harmless stories embedded in commercials teach a view of America that can distort important truths, often hiding history and other information we need to make informed ethical decisions” I believe that in this video we are portraying violence because of the men pushing the other man out of the airplane window. This can be a subliminal message to kids that violence is an okay thing. Even though this message is not stating it in words that we can see or hear, children may reenact a tv show. I am sure non of us want this to happen to any children. So why even put it in commercials for them to pick up?
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