In Robert Scholes On Reading a Viedo Text he explains how theres more behind your everyday commercials. He elaborates on all of the aspects used to sell products in a commercial. one that realy caught my eye was his paragraph on visual fasination. Scholes says"By cultural reinforcement, i mean the process through which viedo texts confirm viewers in their idelogical postions...." I toatly agree with what scholes is saying because in my mind veiwers are going to watch something that they agree with.When it comes to any commercial you have to have your viewer in mind so that the viewer feels comfortable with what your selling them so that they belive it regardless if it true of not .