1. Scholes states that the budweiser commercial is "not the power to sell beer, but the power to sell America." This means to us that the commercial is not about beer, but the hidden meaning to sell america.
He also states that "criticism is the only way we have of taking something serously." This means to us that something needs to relate to the viewer (America), in order for it to become important or taken serously.
2. We think that Scholes's message is that in order to need to sell something you have to bridge the gap between the idea or product your selling, and the viewer that you are selling to.
3. Our group did not understand who all these people were that Scholes was making refrences to, and why he did not introduce them earlier in the article. Contrary to what Scholes may believe, knowledge of these people are not common knowledge.
4. Scholes's main arguement is that there is a lot more to visual text than initially meets the eye. He wants his readers to understand that analysis of video texts should be a widespread skill that is taught in "all our schools".
-P8-9 Joe, Julie, Nathan
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