The Rosetta Stone Campaign Shows Foreign Language Hiccups
Meghan Young — May 10, 2012 — Marketing
References: almaddb & ibelieveinadv
If it is easy to miscommunicate in one's own native language, it is only natural that it would be a 100 times more likely that will happen when speaking a foreign language, which the Rosetta Stone campaign hilariously shows. In this case, the ad campaign encourages people who speaks english as their second language to start thinking in english.
The Rosetta Stone campaign was conceived and executed by Alma DDB, an ad agency based in the United States. It was art directed by Hernan Pettinaroli with creative direction by Diego Yurkievich and Hernan Cerdeiro. Photographed by Michael Bailey, the misstated phrases were brought to life in interesting ways. For instance, instead of saying "the ducks are in line," "the ducks are on line" is said. This is accompanied by a row of ducks on computers.
The Rosetta Stone campaign was conceived and executed by Alma DDB, an ad agency based in the United States. It was art directed by Hernan Pettinaroli with creative direction by Diego Yurkievich and Hernan Cerdeiro. Photographed by Michael Bailey, the misstated phrases were brought to life in interesting ways. For instance, instead of saying "the ducks are in line," "the ducks are on line" is said. This is accompanied by a row of ducks on computers.
Trend Themes
1. Multilingual Advertising - Creating ad campaigns that embrace the humor and common mistakes that come with speaking multiple languages can engage audiences across cultures.
2. Language Learning Technology - Innovative language learning programs that promote thinking in a second language could disrupt traditional language learning methods.
3. Humor Marketing - Using humor in advertising campaigns can be a disruptive way to maintain audience attention and engagement.
Industry Implications
1. Advertising - The Rosetta Stone campaign demonstrates the potential for multilingual advertising to engage diverse audiences and drive brand awareness.
2. Language Learning - Language learning technology companies could incorporate the idea of thinking in a second language into their products and marketing strategies.
3. Entertainment - Humor marketing can be a useful strategy for entertainment companies looking to connect with audiences through advertising campaigns and social media content.
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