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Chock 1 Nancy Chock FYC Gerben 1/27/04 Brainwashing America's Youth Through Advertisements In his essay "On Reading a Video," Robert Scholes states that advertisements, such as commercials, need to be analyzed in schools (467). He believes that video texts in particular portray the ideologies ingrained in American society and thus are rich resources for students to study because they reveal much about their American culture. Commercials are designed to entice the public into buying their products, and they do this by presenting to the people images that are familiar to them. However, although the images they use are attractive to the audience, many of them are filled with cultural images and messages that are detrimental to the young people who grow up watching them. Scholes is correct in stating that commercials should be analyzed. Viewers should be aware that many advertisements, such as a 1970s Colgate Pump commercial, send negative messages to society's youth by...

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