TERM - (Seats and forms of Power) (BACK-TO-SCHOOL SPECIALS : LANGUAGES (DOC 2 / CE)

Identify the nature of the document . Tick the correct answer( s):
an ad

an advert
refers to

an advertisement

logo

the advertisers name

others language school

Describe it with the help of the Wordbank below. What is it composed of ? (Who?/Where?/When/What?)
The visual document we are dealing with is an ad for Berlitz which consists of a color picture/photograph
and a slogan in the bottom right-hand corner which reads Dont be an Alien in a Foreign Country .
The scene is probably taking place in some Asian country. It could be taking place in China or Japan as
the Asian people in the foreground may suggest. The man in the centre closest to the camera looks as
though he is running away. Others are cowering (se recroqueviller ) in fear, shocked by the arrival of an
extra- terrestrial vehicle. Many are holding their hands up in fear as if to protect themselves from the
unknown object and person. We may think the action is taking place now in the 21st century, as the
modern skyscrapers in the background may suggest. In the center (middle) there is what seems to be a
red double decker bus from London, but what is strange is that it looks as though it has just landed,
like a spaceship from another planet. A person dressed like a tourist wearing shorts, a tee-shirt and
maybe carrying a camera is walking down the steps and scares everybody away. Nobody dares to
approach the new comer

(stranger) , they obviously consider him to be a threat. They feel threatened

by his presence, as if he were a danger to them. The crowd seems to be panic-stricken and no one is
trying to communicate with him.
How do you feel / What do you think when first seeing the picture? Explain.

At first sight, it looks like a photo taken from a science fiction film showing a space shuttle/ship which
has just landed. Everyone feels panicky. When first seeing the picture, I feel both confused and puzzled
not only because of the Asian people s reaction , but also due to the landing of the double decker bus.
What can you realize after a few seconds?
When we look closer at the document, you can see the logo Berlitz in the bottom right hand corner
and we can read the advertisers slogan .In fact one realizes

that this is an advertisement for the

language school Berlitz.

Who do the advertisers target?
The advertisers are targeting travellers, possibly people who are travelling for pleasure or for work. In any
case, the targeted people must be anyone who wants to speak a foreign language

with confidence

in

order to feel at home anywhere they may go.

What is the message ?
The advertisers aim at showing that it is important to learn the language of the native inhabitants of a
country to be able to communicate with them, otherwise you will be considered as an alien. People wont
trust you, as people tend to be frightened of the unknown. Learning the language of the country you are
visiting enables people to communicate. The English for example mustnt consider that everybody else in
the world should speak their language. Berlitz is the key to global communication. Thanks to Berlitz you
could break down the language barriers and speak with confidence in any foreign country . Berlitz
language

courses

enable people to improve their communication skills.

Is this ad convincing ? Why? Why not?

On the one hand ,I find this ad convincing and quite effective

as the situation described is quite typical

of the attitude of many travellers , particularly the British who think that everybody else should speak
English too! We need to be humble and we need to realize that we can only really understand another
person if we can communicate in his native language. The idea of exchanging on an equal footing is
important. Make an effort to speak to them in their own language, and youll be able to communicate
better. Whats more I believe that the use of irony and exaggeration appeals to humour and it is easy to
identify with the young tourist. On the other hand, I reckon (estimer ) that the situation is not realistic
,especially with the landing of a double decker bus! On top of that the ad doesnt give any information
about the language school and about the foreign languages one can learn.
Branching out : If you were offered to learn a new language, what would it be? Explain your answer! (50/60 Words)
If I was offered to learn a new language , it would be

.. as/since . / I believe / I guess/ I find etc

Speaking . could help me / would enable me to .

/ make myself understood ..

Mots de liaison ( argumentation ) / veiller respecter la concordance des temps situation

hypothtique (if)