The Super Bowl, the most watched television broadcast in America. But why do people watch the Super Bowl? Who are these people watching the Super Bowl? And what makes the Super Bowl unique compared to other nationally televised events? Is it because we enjoy watching professional athletes battle each other on a big stage before the eyes of the entire world's population, or is it because a major company like Nike is willing to spend millions of dollars on a funny thirty-second commercial? advertising their signature $115 “performance” sneaker? In reality it is both. And while we may or may not like the teams that make the Super Bowl or remember the final score, the commercials are the first thing we discuss with our friends, coworkers, or spouse that Monday morning. But what makes these ads so memorable? In his essay “On Reading a Video Text,” Robert Scholes explains how a thirty-second advertisement is much more than a simple “sale” of a product, but rather how an advertisement tells a story, a story that sometimes reflects our own. culture. And, as Sholes argues, when we understand the story presented to us in a thirty-second commercial, we demonstrate our capabilities and validate our participation in society. Cultural empowerment, as Scholes pointed out, is demonstrated in many advertisements and illustrates our ability to understand the simple story that a company, such as Nike, illustrates in its "Do 'Leave Nothing" commercial. This commercial tells the story of two well-known soccer athletes, LaDainian Tramayne Tomlinson and Troy Aumua Polamalu. The story features short clips that document important and revealing experiences in their lives, from fetus to adult, playing as professionals for the National F... middle of paper... dominate each other in a single comedy. Both players appear to get up from the collision and congratulate each other. Culturally we don't expect opposing players to "congratulate" each other during a game. We expect players to be ruthless and somewhat “dirty”. But Nike is also sending the message of friendly competition, the idea that you can be great and have a great attitude while playing any sport. It's not just about winning but also about having fun! Cultural reinforcement illustrates our ability to understand the simple plot illustrated by advertisements and by understanding the plots we in return feel part of this society. Nike's ultimate goal is to sell their products, but they address our emotions with a simple storyline: hard work pays off. And because we know what hard work looks like, we feel like we too can achieve it and make our goals come true.