Becca McMullin

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 Link

History of Berlitz Founded in 1876 by Maximilian Berlitz A global leadership training and language education company Headquarters located in Princeton, New Jersey 550 locations in over 70 countries Berlitz: A Global Education Company

Narrative German man, obviously new on the job, is being shown around his work place Boss leaves, and American transmission comes over radio, requesting help German Coast Guard answers call in English, but obviously struggles with understanding Coast Guard misunderstands the communication, in a comic yet tragic way.

Use Of Humor The 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.

Character The 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 character His 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 control He 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 Shots Not 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 moving Mini 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 Viewer As a viewer of this ad, you want to go out and improve your language skills This commercial suggests that you will be able to possibly save someone’s life by knowing another language While 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

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