3-4 Pages Communication Course Project
Watch the two videos below
216K views5 years ago
“Jamaica is embracing a controversial Super Bowl commercial that depicts a white office worker from the U.S. Midwest feigning …
C
NEXT: BE SURE TO REVIEW THE SLIDES BELOW (msword from ppt) FOR DETAILED GUIDELINES ON THIS VERY EXCITING AND REWARDING PROJECT.
? Approximately 3-4 pages, APA “modified” style format as we have reviewed in W1.
? 3 to 5 references expected earned
Project Overview
Header: An Intercultural Communication Analysis of “Get Happy” VW Commercials
Project Volkswagen Get Happy Super Bowl 2013 Full Commercial!
? Project Overview: Do an analysis and critique of the commercial (on youtube.com) from the standpoint of the American culture and do an analysis and critique from a Jamaican cultural view.
? Your analysis and paper of this intercultural communication case study should focus on the following guidelines or parameters:
STEP ONE: Take an in-depth look (view it several times) at the commercial itself. Some questions to get you started are shown below
? What was its overall purpose of the VW commercial, in your judgment? ? From your perspective, what was the commercial seeking to
accomplish? ? What was its creative intent as developed by the creative team at the
agency?
STEP TWO: Next, examine and study the “Be (or Get) Happy” Commercial from an American cultural view
? What in your estimation, would be the general American view of the commercial?
? Is the ad racist in orientation in your judgment? ? Yes? Or No? ? Why? Or Why not? ? How would different American sub-cultures view the ad? Select 1 or 2
for your commentary and analysis here.
STEP THREE: What is the critic’s (American) view of the VW Be Happy commercial?
? What is the overall opinion of the American critics? ? What is the view of these critics? (such as Barbara Lippert) ? Were the critics predominantly positive or negative in their view? ? If their view is either negative or positive, then why do you think they
took the view they did?
STEP FOUR: What is the International view of the commercial
? How do you think the International community in general viewed the commercial(s)?
? Specifically, what view of the commercial did the Jamaican government take?
? Would the Jamaican view represent that of the greater Caribbean island nations?
? What did the Jamaican government publicly say vis a vis the ad? ? How did the Jamaican government view the TV commercial, in your
estimation? ? Interestingly, for this intercultural communication case study were the
views of the Jamaican “people” and the government the same or different?
STEP FIVE: What was the agency view of the commercial, in your judgement?
? What do you think was the view of the agency (Deutsch LA) as it designed and produced the TV commercial?
? Did the agency perform “due diligence” (research) in designing, preparing, and producing the commercial?
? Did they do their homework? ? Did the agency produce an engaging commercial in your estimation? ? What was the cost of a 30-second and 60-second commercial for 2013
Super Bowl air time? ? Do you think that the client, VW, got its money’s worth with Be Happy?
STEP SIX: What did you learn about Intercultural Communication from this project?
? Specifically, what did you learn about different views of intercultural communication?
? What did you learn about your own understanding of how cultures react differently (and often unexpectedly) with regards to intercultural communication?
? Is there anything that you might recommend to do differently in the role of an intercultural communication consultant?
DELIVERABLES
? Approximately 3-4 pages, APA “modified” style format as reviewed in W1.
? 3 to 5 references expected ? Be prepared to review and share in an online class weekly discussion &
dialog (Discussion Question) DQ
Recent Comments