Visual Argument – Baker

Digital Literacy – Ad Council

The commercial opens up with a middle-aged African American man and a slightly younger African American woman sitting down in front of a computer, though the computer is not shown in the shot. There is uplifting music in the background. There is text on the screen telling the viewer that the man’s name is Reginald and that he has never been on the internet before. The woman says “Lets go on the Internet.” Reginald agrees and they start.

The next text to come up says “Today he wants to change that.” Text comes up after that telling the viewer that the woman is his instructor. The next text to appear claims he wants to learn how to use the internet so he can buy plane tickets and surprise his wife. As Reginald is on the internet, his instructor is helping him with various things and encouraging him. When Reginald accomplishes his task of buying plane tickets, he says “She is going to love me all over again,” while three hearts pop up on the screen. The last text before the end slate says “But first, he is going to surprise himself,” insinuating he is learning how to use the internet, something he never thought he could do. Reginald’s instructor tells him he is done and says “Jamaica, here we come.”

The ending white slate appears with the words “Get online. Find a free class near you.” Reginald is overheard saying “I did it by myself, I feel smarter.” The website,, and the phone number, 1-855-EVRY1ON, are displayed on the screen. The white slate fades to black as the music fades out. The commercial ends.

This ad is trying to convey the importance of the internet. It is an oddity to see an older man not know how to use the internet. The whole world is now in the technology age and it does not seem that it will ever revert back to the pre-computer age. It is a necessity now that everyone understand how to use a computer and use the internet.

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One Response to Visual Argument – Baker

  1. davidbdale says:

    Nothing you say is untrue, but little of it qualifies as analysis of a visual argument. We don’t learn much about the value of what we’re looking at in each shot and how the small choices made by the director amount to a visual rhetoric that persuades us.

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