Reference no: EM132440822 , Length: 4

STEP ONE: Take an in-depth look (view it several times) at the commercial itself.

Some questions to get you started are shown below

1. What was its overall purpose of the VW commercial, in your judgment?
2. From your perspective, what was the commercial seeking to accomplish?
3. 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

1. What in your estimation, would be the general American view of the commercial?
2. Is the ad racist in orientation in your judgment?
3. Yes? Or No?
4. Why? Or Why not?
5. 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?

1. What is the overall opinion of the American critics?
2. What is the view of these critics? (such as Barbara Lippert)
3. Were the critics predominantly positive or negative in their view?
4. 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

1. How do you think the International community in general viewed the commercial(s)?
2.  Specifically, what view of the commercial did the Jamaican government take?
3. Would the Jamaican view represent that of the greater Caribbean island nations?
4. What did the Jamaican government publicly say vis a vis the ad?
5. How did the Jamaican government view the TV commercial, in your estimation?
6. 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?

1. What do you think was the view of the agency (Deutsch LA) as it designed and produced the TV commercial?
2. Did the agency perform "due diligence" (research) in designing, preparing, and producing the commercial?
3.  Did they do their homework?
4. Did the agency produce an engaging commercial in your estimation?
5. What was the cost of a 30-second and 60-second commercial for 2013 Super Bowl air time?
6. 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?

1. Specifically, what did you learn about different views of intercultural communication?
2. What did you learn about your own understanding of how cultures react differently (and often unexpectedly) with regards to intercultural communication?
3. Is there anything that you might recommend to do differently in the role of an intercultural communication consultant?