This we will be looking at Discourse Analysis and how to apply it language classrooms. The purpose of using a Discourse Analysis approach is to help our students develop an awareness of how language and symbols are used differently across cultures.
There's a lot of ICC reading this week (but not much in SLA).
1. Read Discourse analysis as an approach to intercultural competence Norton 2008.
2. Read Cross-Cultural Discourse Analysis and Intercultural Education in Foreign Language Teaching and Learning.
3. Read McConachy Raising Sociocultural Awareness through Contextual Analysis.
4. Answer the blog question/task below.
Blog Question/Task:
Find an advertisement that reflects cultural values, beliefs, attitudes or norms. This can be print or video. It would be ideal to find two advertisements for the same product, but from different cultures. Post the image/video link and briefly explain how you might use this/these in your classroom to raise your students' awareness of cultural differences and otherness.
The first picture I found was of pizza:
ReplyDeletehttp://imgur.com/gazYgJJ
http://imgur.com/JnkQYrJ
The second set I found was of Smart TVs:
http://imgur.com/GnVNTNK
http://imgur.com/k1nZvuS
The reason I stuck to posting a pizza picture, even though I found others that more accurately described my point, was because pizza is an easier to use reference for most children.
I would use this in my classroom by asking them what is the first thing they think of when they see the add. The first one or two words. Then I would ask them what made them think that. And finally would they buy the product. If so why? Why not?
Then we could get into a bigger discussion of what do you think Koreans value most in this item? Size? Taste? (for the TV one: Enjoyment? Technology? Specs?)
Then I would wrap up with making their own advertisements. In a dream class I would have them make one for two countries/cultures. How would they be different, how would they be the same?
I too used Pizza, and both of my ads were from Domino's Pizza. The first one is from Korea:
ReplyDeletehttp://www.youtube.com/watch?v=TpUvnF-tfcw
This ad came out around 2010, and features Girl's Generation. In it there is the dancing and the sex appeal, with the pizza coming in towards the end. It is fresh, fun, and youthful.
The second is from around the same time frame
http://www.youtube.com/watch?v=AH5R56jILag
This ad was part of the rehabilitation of Domino's image in the US. You wouldn't know it from watching the Korean commercial, but Domino's Pizza was a business that was struggling. It had a bad reputation, and it was this reputation that Domino's was trying to improve. The ad features executives and people who work in the company. It is focused not on sex appeal or youthful exuberance, but on determination. When things are down, you pick yourself up and move forward....you make it better if it isn't what you want it to be.
I would use these ads to pose a basic question: How does what is real match to what we want it to be? In Language, we want to communicate messages and connect. What messages are these ads sending? What are some things that they would want to say about pizza? Advertising is also communication, and it is speaking to them in subtle ways. Those K-Pop Stars, Kim Yeona holding a can of beer....all messages.
An assignment I could give for this would be for students to pair off and come up with a list of three things that they get from each commercial. I would then put the different things up on the board for discussion.
Week 6 Discourse Analysis HW – Jasper Koo
ReplyDeleteMcDonalds Advertisements
I wanted to find an article that young students would be able to understand. So I came across McDonalds commercials on youtube and found two that are Korean commercials and one from Canada. I decided to post two Korean commercials because I felt they were sending a similar message. In both videos, they have a boss (mafia and office) and a normal person. The boss considers French fries to be something very precious to them, but the normal person tries to take one without the boss knowing. The message that McDonalds then says is to not risk your life for eating them because it’s very cheap, implying that anyone can buy it.
I found these commercials to be interesting because it shows the typical Korean culture of hierarchy – there is someone older than you, so you have to respect them. So the boss is surprised when the person lower than him is trying to steal from him, rather than a sign of understanding and approval.
http://youtu.be/okZ4UFkfVCY
http://youtu.be/1r9Da95ctAM
After watching the Korean commercial, it was interesting to see how different the commercials could be, although they are selling the same product. In this one, a man is travelling around the world, asking random people by the language of “McDonalds.” Although they cannot communicate with each other, they say McDonalds to each other and make gestures of eating to each other. The Canadian man wants to know where McDonalds is, and no matter what country he is in, the citizens know what he’s talking about.
After watching it, it reminded me of how multicultural a country Canada was. People all over the world move to Canada, so whatever language you speak, wherever you are from, we can still communicate with each other.
http://youtu.be/NpP1zfvLtGY
I could use these examples in my class by first asking them asking them to find any similarities and differences between the two types. Then I could ask how similar the Korean commercial would be to a situation that is common in Korea, such as asking them what would happen if you tried to take from a stranger that’s older than you? Wouldn’t you get hurt or punished? Then I would ask about the Canadian commercial, and see if the Korean culture is similar, such as the hierarchy system, if someone will get punished or hurt if someone tries to take food from an older person. Students could work in pairs, and then later discuss as a whole group. We could also discuss which commercial does a better job in advertising their products.
Jasper! I love the Macdonald's adverts! The Korean ones are great, I think my kids would love them, too! (I mean...I laughed out loud) I also really like the Canadian advert - it's got a great message (although, I won't lie - the fact that the world is united by Macdonalds is...a little sad). Great adverts!
DeleteI may try these with one of my classes. I think they would enjoy comparing and contrasting them!
I also used McDonalds advertisements
ReplyDeleteOne of the ads was from Australia, the other from the States (or North america in general)
The American ad;
http://sites.psu.edu/jasonmarshall/wp-content/uploads/sites/683/2012/11/mcdonalds-food-advertisements-i1.jpeg
The Australian
http://www.burgerbusiness.com/wp-content/uploads/McD_Australia_OvenBake.jpg
After printing it off the Ads, a few of my co-teachers were sitting in the office, so I just showed them and asked them if there were any differences. They started chatting away, and interestingly, had a lot to say about them. One of the teachers remarked on the use of the Mcdonalds logo, where and how.
In a classroom I would do something similar. I would ask them what their favorite fast food restaurant is, what their favorite McDonalds burger is to activate their schema. Then I would put them into pairs and give them the ads to look at. I would ask them what are some differences between the ads, and why do they suppose those differences exist. Then I would have them switch partners, and share with each other their findings. Then we would come back together as a class, share the findings on the board, and discuss if the ads point us to any cultural differences between Australia and America.
I would point them towards the attitude of the advertisement, who they are appealing to. The use of text in the ad, what is the intention of the text?
Finally I would ask them which of the 2 ads would be more effective in Korea.
A little late to the party.
ReplyDeleteI also decided to use pizza as most Koreans, especially 30 years old and younger, really enjoy eating Italian food and pizza.
My advertisements focus on American style pizza even though it is possible to find Italian style pizza in Korea these days.
My first ad is from Pizza Hut Korea.
http://www.joemarinara.com/wp-content/uploads/2013/10/38.jpg
It is a coconut and shrimp pizza ad. Sounds yummy unless you are a vegetarian like me.
The second ad is from Pizza Hut in the USA.
http://listcrown.com/wp-content/uploads/2013/10/pizza_hut.jpg
It shows a traditional North American style pizza with meat, vegetables and a big crust. It is what many in my generation grew-up on - though I prefer Italian style now.
How would I make a lesson out of these two images?
First, I would brainstorm with the students (in a web/mind-map) what toppings and ingredients in their opinion Koreans like on their pizzas onto the right side of the whiteboard.
Second, on the left side of the whiteboard I would brainstorm (web/mind-map) what they think North Americans like to put onto their pizzas.
Third, I would ask individual students through nomination, bidding and reply what toppings and ingredients are common between the two brainstorm webs.
Fourth, I would ask students would toppings and ingredients are different between the two mind-maps (Korea and North America).
Lastly, I would put the students into pairs. With their partner I would ask each pair to explain why some ingredients are different in their opinion in a short paragraph. I would model first by explaining how Koreans love sweet potato on their pizzas while North Americans do not because sweet potato is much more popular in Korea (examples: cakes/cookies/ice cream/etc.). After each pair is finished their paragraph I will collect all of them and tape them onto the wall and whiteboard. Every person will be given one sticker. Each student will then stand up, walk around, read each paragraph and choose the best one in their own opinion. You cannot vote for your own. The winner gets pizza from pizza hut...ha..ha..ha