Friday, September 4, 2009


The ad tells a story of a new German Coast Guard radio operator who receives a distress
call from a sinking ship. He misunderstands the distress call due to his poor English
language literacy. The main actors interact by radio communication. The radio operator is unsure of his tasks and is unconfident of his communication skills. The tone of the ad is serious with a humorous twist. It employs the music Carmina Burana which expresses the desire for directness of communication. The target audience is English non-speakers.
The message of the ad is that English language skills are vital for critical international tasks. The intention is to inform people to learn English. The commercial is very effective at delivering the message and is very inspiring to all who yearn for good communication in English.

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