Description
Discussion: The Language of Commercials
Previous Next
ListenFocus
Lost in Translation
IKEA either made a massive translation mistake on its Bahrain building or a clever joke. A Japanese Department store told customers to “stay positive for Christmas.” During the pandemic, getting a positive result was not a good thing. Mexico’s tourism website had a snafu when cities were renamed via auto-translation. A Taiwanese bilingual school ad failed miserably. Even huge companies like Amazon can make a disaster of a new country launch.
Week 1 Discussion Post
Companies make mistakes when it comes to marketing products in different countries, using various languages, and in the context of diverse cultures. Many companies making errors are huge multinational conglomerates.
Module 3 Discussion Week 1 Resources
The Challenges of Marketing Translation―How to Translate Brand Messaging (2020)
5 Common Translation and Localization Challenges Businesses Face (2020)
What is the role of translations in international marketing? (2020)
Research a language marketing blunder made by a large company (other than the ones presented above). Present an overview of the error. Analyze what went wrong and what negative implications the mistake had on the brand in the market where the mistake was made. Be wary of internet sources for this assignment. Many are filled with errors and inaccuracies. There is an abundance of urban legend on this subject. (Research Support Required)
This post should be 1-2 paragraphs in length (at least 100 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format. NOTE: failure to use research with accompanying in-text citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric.
Week 1 Interactive Response to Classmate
Select a post made by a classmate and critique how the error was presented. Is the blunder clearly defined? Is it properly applied to what we are studying?
The reply should be one paragraph in length (or about 50 words) and must be substantive. Do not simply say “I agree” or “That is great”; specify why and be detailed in your explanation. You may use research in your response, but it is not required.
Week 2 Discussion Post
International Ad Comparison
Nearly everyone in class has eaten McDonald’s food. McDonald’s operates in countries around the world. Some of you have tried their world-famous fries outside of the United States. View some recent McDonald’s commercials:
McDonald’s Thank You for Driving Thru (2021) United States
Unwrap Golden Moments (2021) Malaysia
A kid’s lockdown (2020) Belgium
The Kiwiburger Song 2020 (2020) New Zealand
Christmas – Lighthouse (2020) Portugal
Inner Child (2020) United Kingdom
Module 3 Discussion Week 2 Resources
Global Branding (2020)
Global Branding (2020)
The Advantages of Global Branding and Advertising (2019)
Search YouTube, the internet or a company’s foreign website for a commercial made for an international market and find a similar commercial for the same brand made for a U.S. market. You may not use McDonald’s for the post.
Compare the messages and visuals for both ads.
Are there certain qualities that are the same?
How about ones that are different? (Research Support Required)
This post should be 1-2 paragraphs in length (at least 100 words). Since you are engaging in research, be sure to cite in the body of the post and add a reference list in APA format. NOTE: failure to use research with accompanying in-text citations to support content will result in reduced scoring “Level 2-Developing” on the grading rubric. How to cite and reference a YouTube video.
Week 2 Interactive Response to Classmate
View the international commercial posted by one classmate and analyze if you think it would be successful in a U.S. market.
Each reply should be one paragraph in length (or about 50 words) and must be substantive. Do not simply say “I agree” or “That is great”; specify why and be detailed in your explanation. You may use research in your responses but it is not required.
In your own words, respond to the discussion and comments of classmates. Grades will be based on effectual, concise, and interactive feedback. The excessive use of quotes will directly impact performance since this indicates a lack of comprehension and shows that you may not have mastered the concepts.
