becca mcmullin. super fun class activity! is it important to know a second language? how many of you...
TRANSCRIPT
Super Fun Class Activity!Is it important to know a second language?
How many of you speak a second language?
How competent do you feel speaking it? Could you communicate effectively with a native speaker?
Have you ever gotten frustrated when someone could not understand you due to a language barrier?
Link to commercial
History of BerlitzFounded in 1876 by
Maximilian BerlitzA global leadership
training and language education company
Headquarters located in Princeton, New Jersey
550 locations in over 70 countries
Berlitz: A Global Education Company
NarrativeGerman man, obviously new on the job, is
being shown around his work placeBoss leaves, and American transmission
comes over radio, requesting helpGerman Coast Guard answers call in English,
but obviously struggles with understandingCoast Guard misunderstands the
communication, in a comic yet tragic way.
Use Of HumorThe miscommunication is funny because it is a
blatant misunderstanding between the two people.
The sinking ship is requesting help and the call is made in a dramatic and desperate voice, while the coast guard seems to be having an everyday conversation, “what are you thinking about?”
The contrast between the two very different situations creates a comic effect within the ad, making it memorable.
CharacterThe character of the German Coast Guard
worker is relatable because it’s his first day on the job. We’ve all been in that awkward first day, so we
immediately relate and like this characterHis naivety and innocence in the
misunderstanding make him endearing to viewers, who can sympathize with this him
The character of the boss shows he is obviously in controlHe has a loud voice and speaks with authority
Dialogue• The boss’s dialogue is brash and powerful
• Viewers can tell he is in charge• The Coast Guard’s dialogue is very simple,
further indicating that he is not proficient in English.
• The American’s dialogue is typical of what is considered coast guard code. • He uses many terms that should be recognized
as needing help• Example: Mayday
Types of ShotsNot many different
types of shots within the commercial
One shot looking over entire room
One shot close up on Coast Guard on radio
Cuts
Quick cuts
Creates the sense of time movingMini montage at the beginning
Another quick cut after punch line to ad itself with music
Sound
Quiet until loud music at end
This sudden burst of dramatic music creates a stronger impact for the effectiveness of the ad
Get attention of viewers and keeps it
The ViewerAs a viewer of this ad, you want to go out and
improve your language skillsThis commercial suggests that you will be able to
possibly save someone’s life by knowing another languageWhile a dramatic idea, it does get the point across
It also indicates that knowing a second language, even if only a little, could help you get a better job
The commercial also serves as a communication to warn us about the dangers of miscommunication
Sourceshttp://www.berlitz.com/About-Berlitz/28/http://
marketing.berlitz.us/magazine/index.htmhttp://en.wikipedia.org/wiki/Berlitz_Corporati
on