3-4 pages communication course project

Watch the two videos below

https://www.youtube.com/watch?v=09JTtVxztv4

https://www.youtube.com/watch?v=D7Q9i_wvd8U

216K views5 years ago

"Jamaica is embracing a controversial Super Bowl commercial that depicts a white office worker from the U.S. Midwest feigning ...

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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