Category Archives: Aprender inglês

Why Maleficent doesn’t work as a fairy tale

Posted on by under Aprender inglês, art, language, movies, Mythology, Writing

Maleficent, the new Disney movie that tells the story of Sleeping Beauty from the point-of-view of its original Nemesis – the evil fairy godmother – had all the potential to awe audiences, going way beyond its stunning visuals, if they had decided to work on more complex and original levels, paying closer attention to how mythology and its archetypes (typical characters) sustain great storytelling.

One can’t help but think of Wicked, that, first as novel, and then as a successful Broadway musical, also narrated the backstory of an evil character, the Wicked Witch of the West, of The Wizard of Oz fame, from the difficulties she had as a (literally) green child all the way to her adulthood, when she gets to meet Dorothy and her shoes. Although both Maleficent and Wicked chose to tell the story from the point of view of the alleged villain, the latter accomplished a lot more artistically.

Maleficent as a character is carefully construed to represent a strong role model for girls. Angelina Jolie looks stunning in the role, and will visually fascinate girls and boys alike. Boys, however, will surely be more entertained by the great number of superhero-like action scenes and predictable visual effects. It’s unfortunate, however, that the story is too weak to replace the original in children’s imagination, as it’s a lot less dark and scary in its connotations. Fairy tales are not supposed to be watered-down versions of their originals, and it’s a shame that Disney progressively goes in this direction with every new version they produce.

These are some of the problems that weaken Maleficent (Spoiler alert: you may want to watch the movie before reading the following):

Angelina Jolie as Maleficent

Angelina Jolie as Maleficent

1. The hero/heroine archetype of the story keeps shifting (is it Prince Phillip? Aurora? Or Maleficent herself?) Stories need a well-defined hero with a clear objective. The hero can and should be flawed (so there’s nothing wrong with Maleficent’s rage and wish for revenge from a dramatic stance). However, the whole story should be about her journey, and the transformation she goes through along what is commonly called the dramatic arc. Maleficent the movie does not really have any of its characters growing or changing through experience in its almost two hours of storyline. In this version, Maleficent has always been a strong and benevolent fairy, protective or the moor and its creatures. Then she makes one mistake led my revenge or jealousy, and spends the rest of the movie trying to fix it. This does not a good story maketh.

2. I’m sure that, for young moviegoers, the three little “good fairy-godmothers” are visually enchanting and can even be funny at times (especially the one played by Imelda Staunton), and they dutifully fill the role of tricksters, an important kind of archetype, providing the comic relief every story needs. However, adults will miss the irony and wit usually delivered by such characters in more sophisticated versions of kids’ movies.

3. Diaval, the raven, is too weak as a mentor, another essential archetype in effective stories. Maleficent, both as a movie and as a character, would have benefited a lot more if she had a more intriguing, wiser, and possibly older tutor to rely on. It would have given the movie a much stronger structure.

4. King Stefan, who starts off as Maleficent’s first love, does not have a clear archetypal role in the story. He’s too lame as a shadow/nemesis, and not very convincing as a shapeshifter (archetype usually filled by the heroine’s romantic interest). Similarly, young prince Phillip fails to awaken the sleeping princess with his cold teenage kiss: I don’t think we need to say anything more about his role in the story after this flop. Therefore, the movie really relegates male figures to totally secondary and pathetic roles.

5. Aurora’s role also does not fit in within the mythological structure of effective storytelling, being neither a hero nor a shadow, or any other essential archetype. She roams around the moors, beautiful and wide-eyed, without any specific dramatic function. The couple of scenes in which both Aurora and Prince Phillip, at different moments, unconsciously float in the air in the wake of Maleficent clearly indicate that these characters lack what is fundamental in archetypes of more importance: agency. Frankly, these levitation scenes boarder the ridicule.

6. The movie climax, packed with action and pyrotechnics, does not look any different from the last superhero movie you may have watched. The grand finale depicts lots of deus-ex machina solutions ( “Into a dragon”, orders Maleficent, before her loyal raven becomes a fire-spitting monster. Well, that is an easy way out, right? Worse: he fails! Maleficent will need to get her creepy dead wings back to succeed.

Speaking of those wings: at first, the scene in which they are cut off looked like this was going to be one of darkest and best moments of the movie, and could easily stand for all the feminist and environmentalist metaphors the movie repeatedly uses. However, the fact that they fly back and reattach themselves to their owner in a climactic scene at the end spoils all the dark beauty and menacing effect of the former scene. Now the wings are just another deus ex-machina-kind of solution employed by poorly-creative scritpwriters. Besides, one wonders why the wings did not decide to do this years before.

Now it’s your turn. Share with us your opinion on Maleficent.

For more on storytelling I would suggest you read two other posts in this blog:  “The Power of Storytelling – The Mythological  Structure ” (http://wp.me/p4gEKJ-F2) and “More Storytelling Tips for Marketers” (http://wp.me/p4gEKJ-UK).

Au revoir

Jorge Sette.

How can content marketing help your business?

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Aprender português, Career advice, content marketing, marketing, sales, sales training

Content marketing is a digital strategy that consists of creating and publishing a range of alluring pieces of content and distributing them freely on the Internet to get the participation of your target audience in a conversation with you. Its objective is multidimensional: to entice your clients and goad them into interacting with you (maybe by signing up to a newsletter or blog); to build your image as a thought leader, that is, to get them to trust you as a genuine expert and problem-solver in your industry; to bring your audience closer and closer to you by raising their interest and engagement; and to finally do business with them.

These steps are generally referred to as the sales funnel: leading a number of people through progressive stages towards your business goal, which is hopefully a sell that represents a win-win situation for both parties involved. Content marketing is a form of inbound marketing, therefore, which means that, instead of interrupting your prospect through broadcasting, you start a conversation using a topic they like to talk about, and then attract them to you for more content that will hopefully inform, entertain or teach them something useful. The best metaphor is meeting guests at a cocktail party and then inviting them to a more serious conversation in your office at a later date.

 

Image-The Luncheon of the Boating Party by Renoir, Pierre-Auguste1

The Luncheon of the Boating Party by Renoir, Pierre-Auguste

 

Most of the readers of this blog are in the language business. They are either school owners and teachers, or publishers and consultants. You are, therefore, in the best position to exercise this form of strategy we call content marketing, as you deal with language itself:  a vehicle to convey and discuss all forms of different content, as long as they are of interest to your audience. We are all working more and more towards niches, the market is fragmented and we are all discussing how to best make use of the so-called long tail, reaching very specific audiences by catering to their needs.

Another interesting characteristic of these times is that the lines between sales, marketing and customer service are blurring, as most businesses are directing their customers towards the internet for promotion, sales and help. Salespeople and Customer Service professionals are becoming high-level consultants, and it will soon become a privilege for a client to receive a real salesperson at their office to do business with.

So, in all departments of our companies, we should be producing digital content to communicate with the clients about our respective areas of expertise and skills. How do you produce content that can be used to build a relationship with your audience, solidify your position as a thought leader, gain their trust and finally SELL your goods and services to them?

I will outline a number of steps that will help you get started:

Define your buying persona: who is your typical client? How old is she?  Where does she work? What kind of content would she be interested in?  How does she use the Internet? Remember: the tendency is to sell to a niche, so try creating a realistic persona for each specific niche you want to reach.

Decide where you targeting audience is: this question was partially answered in the definition of your buying persona, but now let’s dig deeper. What is the best social media channel to find the people you are trying to sell to? This will be best done through testing and measuring. It will be hard to know beforehand what channels will provide the most response, conversion and sales rates, as the clients go down the sales funnel we mentioned before.  Start with the major ones: Facebook, LinkedIn, Pinterest and Instagram. Then follow the metrics and start refining your strategy.

Create a content strategy and a calendar: breakdown your content output in the following way: 40% of it should be general interest content loosely linked to the product or service you sell. If you are a language school, for example, write or post images about interesting places, different cultures, national festivals, etc. Then the next 30% of  your content should be directly connected to your product or service, although you are not selling it in a hard way yet (still using the example of a language school: give tips on learning strategies, good books to read, meaning of slang used in TV shows and films, interesting facts and figures about languages, quizzes, etc). Another 20% should consist of direct offers to sign up to specific communications, take advantage of promotions, give away coupons, etc., aimed at those who are already at the stage of making a firmer commitment to you. Finally, get your customer service team to use the remaining 10% to help your customer deal with post-sales problems and issues, by harnessing a frequently asked question page or producing how-to videos.

Assign different people in your marketing, sales and customer service teams to produce the content they can: ask your team what skills they have and what kind of content they would feel comfortable producing. Are they good writers? Do they make videos in their spare time? Are they weekend photographers? Illustrators? Would they like to use their beautiful voices to read a scripted podcast? Of course, if you are lucky, you may count on a professional design department, but these are becoming harder to budget for. Fortunately, the apps available on the Internet are making this facet of the job accessible to many of us who lack sophisticated designer skills. Everybody should be expected to contribute.

Measure, measure, measure: and adapt your content strategy accordingly. Don’t obsess about absolute metrics in your measuring process, as different platforms will give you different figures for a number of reasons: focus on trends over time and try to improve your KPIs (key performance indicators, as discussed and approved by your senior management) over time.

There is a lot more to say about content marketing. We will continue the conversation in future posts. For now, please share your ideas and comments with us in the blog.

Au revoir

Jorge Sette.

 

 

Exciting times to be a marketer: you are in show business!

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Aprender português, art, Career advice, marketing, storytelling, Writing

You may have heard this before: everyone is in marketing nowadays. To make a living, you need to promote and sell something: your image as an ideal employee; your qualifications as the perfect fit for an advertised professional position; the product or service the company you already work for specializes in; or your own business. Everything is a brand, from products and ideas to people and causes. Non-profits, as you know, need as much promotion as any other business.

Moreover, marketing has changed radically in the last ten years or so. It has become a lot more exciting. As a marketer, you are not allowed to interrupt your audience with a loud selling message or by yelling a silly slogan at them any longer. You may even try, but it will not be very effective. Now things got a lot more complex, genuine, interactive, and, I dare say, even more artistic. Marketing needs to excel at beauty, creativity, usefulness, and the ability to keep a conversation going with the customer for as long as necessary. After all, we are aiming to keep them for life.

Content marketing

As a consequence, we all need to turn our marketing departments into media companies or publishers to be able to promote effectively in this new landscape: whether your are selling language learning courses,  ebooks or cars. Gone are the days of the proverbial pushy second-hand car salesmen we still see in movies. To turn our marketing team into a media company, we must become content creation machines, spilling out entertainment, compelling stories, clear explanations and timely info about your product or service to build a loyal audience on and off line. Only then are we allowed to sell to this community we worked so hard to attract and shape. Build the community first, gain its trust, give away lots of free and relevant content, and afterwards, you will own the right to offer them your “purple cow” (borrowing the expression from marketing guru Seth Godin): the very compelling product they can’t wait to buy from you.

Take for example the need to create a personality and specify the values your brand stands for. Storytelling is the keyword here. Every time you get in touch with your audience you have an opportunity to add a new piece of your corporate narrative by reinforcing the values and personality of your brand. This must be done through different social media channels, using the right tone of voice. Companies that invest in marketing will assign different people to manage distinct social media channels and the kind of content feeding they require. Besides, they need a marketing coordinator/manager to oversee the whole operation, analyze the metrics,  and make sure the conversation with the client remains consistent.

Marketing in the business of language learning – my speciality

What I find really exciting as a marketer in the language learning line of business is how easy it is to produce content that will captivate your target audience, turning them into leads and then customers. If you sell LANGUAGE, which is a vehicle, you have a lot more elbow room to play with content. Language can be used to talk about anything. So there can be a lot of variety in your communication. And what can be more exhilarating than the possibility of creating blogs, podcasts, videos, PowerPoint presentations, ebooks, webinars, etc. to express your passion for language teaching/learning through a wealth of rich content?  Marketers are given a unique chance to become writers, video makers, newsreaders and designers: we’ve been given the opportunity to be in show business after all! Few people would turn this opportunity down.

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Show business

 

Start now!

Of course, you may not feel excited about every piece of content you will have to create to attract customers, especially because it needs to cater for the community’s needs and interests, not yours. The more you get to know your prospects, the easier it will be to publish the right kind of content for them. But assuming  you like or identify with the product your are selling, there will always be room to express your passion.

Hubspot, the inbound marketing software company, is the benchmark  for content creation, attracting clients to their community by giving tonnes of excellent content away for free. Well, there is obviously no need to get to their level of sophistication and productivity, but if you do not start creating compelling content right now, you will not be in business for very long. Believe me, creating content is key. And it can be a lot of fun.

Au revoir

Jorge Sette

Storytelling with Norman Rockwell

Posted on by under aprenda inglês, Aprender inglês, art, Arte, Ensinar com Arte, Escrita, Literatura, Mythology, storytelling, teaching with art, Writing

Storytelling with Norman Rockwell

Click on the picture to access the SlideShare presentation.

Note: you might want to check out our new book TEACHING ENGLISH WITH ART: MATISSE   available  from AMAZON.COM as an ebook.  Click here for more info: 

http://wp.me/p4gEKJ-1kP

10 Marketing Lessons from Mad Men, the TV Show

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Career advice, filmes, marketing, TV shows, Writing

This is what it takes to succeed in advertising in Madison Avenue:

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Mad Men

1. All work and no play makes Jack a dull boy (this could have come from Kubrick’s The Shining as well).

2. Clients need to be wined and dined to the point of stupor to close a deal.

3. As an employee – especially a secretary – you will get in trouble resisting the sexual advances of superiors or VIP clients. Give in. Homosexual advances must be turned down, however, and the proponent is allowed to be called a pervert.

4. Count on Don Draper to save any campaign presentation at the last minute by changing his tone of voice. It gets lower, and the speed of his delivery slows down. He will also look deeply and meaningfully into the clients’ fascinated eyes. It helps if the musical score rises at the climactic moment.

5. Getting stoned and drunk at the office makes creative work a lot more productive, although most of it turns out crappy in the end.

6. Chain smoking or coping stoically with second-hand smoking is a strong indication that you are on your way to stardom. Wives of marketing executives will not hesitate to reward their thirteen-year-old daughters with a cigarette to celebrate school accomplishments.

7. Get a good-looking wife or husband if you are in the business of advertising and be unfaithful to them. A necessary step to further your career.

8. Take 4-year-olds to watch Planet of the Apes and don’t worry if they start having constant nightmares afterwards and wish to get rid of the family dog because they can’t stand getting near fur any longer. These little family problems should not concern a senior executive any way.

9. Back-stabbing is a very normal and acceptable part of the business. You will have your chance to get back at your ex-best friend eventually.

10. The most important question to ask about an applicant if you have not seen them yet is: is she black or white?

Well, we are in the sixties after all. Jokes apart, the show is brilliantly written and should be watched.

Au revoir

Jorge Sette.

 

 

Storytelling with Casper David Friedrich, the famous Romantic painter

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Arte, Ensinar com Arte, marketing, Mythology

Storytelling with Casper David Friedrich, the famous Romantic painter

Click on the picture to access the SlideShare presentation. You might want to check out our post on the mythological structure of storytelling as well: http://wp.me/p4gEKJ-F2

The pleasures and horrors of wearing “OCULUS”

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Arte, marketing

The future looks bright. Or not. It also looks very individualistic, but not lonely. Like all new things, the amalgamation of Facebook, this powerful social media platform counting more than 1 billion people as members, and the new Oculus Rift 3D gaming tool (even the latin name imbues the product with an aura of respectability and awe) bringing the possibility of adding a virtual reality touch to basically all its social pages, is, at one time, breathtaking, humbling, inspiring and terrifying.

ToonCamera

I’m sure you are already sensing Orwellian connotations everywhere. You are not alone, but let’s give it some time before we judge. Oculus may indeed sound a bit ominous, but the dual nature of things is ubiquitous (good and evil are in all things and people, but let’s not get too philosophical on a blog post)

Oculus is already great news for couch potatoes. Besides, this will surely push couchpotatoness to a whole new level, inspiring and attracting hordes of newcomers. As you will be able to do almost everything without leaving your living-room, shy of maybe having to deal with the call of nature now and then, your life will be restricted by the boundaries of your sofa. As for bodily functions, if you take your tablet to the toilet, the problem is solved. You will rule the world from the porcelain throne.

As cities like São Paulo get increasingly violent and uncomfortable – traffic jams, heat, overcrowded subway, etc –  you may wish to put on your glasses (cross that out, Google may charge me for using this word), Oculus, for things like:

1. Shopping for groceries: being able not only to see what the fruit and vegetables look like that day, but also maybe feel them with your hands for texture and softness before sending them to the shopping cart for delivery by the 2:00 pm drone.

2. Visit museums and galleries: now you don’t need to line up before getting to the latest exhibition at MASP, simply take it from the comfort of your bathroom. Walk around, get as close as possible to the paintings, touch them, go around 3D volumes like sculptures, stare at their bottoms closely, if you are that kind of person.

3. Bored in the middle of the work day at the dreary office downtown? Click on the Facebook page of any beautiful Northearstern beach of Brazil,  and go for a long virtual walk along the sea, let’s say, in Porto de Galinhas. At some point in the near future I’m sure you will even be able to feel the warm waves licking at your feet. Then click out of the page and start the video conference call with the sales team with renewed vigor and energy.

4. Shopping for clothes: no more cluttered and disheveled fitting rooms to gain access to. Try everything and anything on for hours on end without being disturbed, and then pick only a t-shirt on your way out, or nothing at all, without even being frowned at by the shop assistant, who has been waiting on you for the whole morning. She is probably only a bot, anyway, without any civil rights – for now! Chances are, however, you will be chased after by their re-marketing ads and notifications for the rest of your life.

For number 5, I was going to add you may even create and live with your own virtual family – and shut them down or click out of their page whenever you feel you deserve a night out (well, not really OUT, but on a different website) with the guys. But I don’t want to sound too iconoclastic at this point.

The possibilities are endless. The fun and the horrors incalculable. Let’s just wait.

Au revoir

Jorge Sette.

 

 

 

21 thoughts that might cross your mind while you’re sitting on the beach in Ipanema

Posted on by under aprenda inglês, Aprender inglês, Aprender português, marketing, Writing

Cheer up, you are in Rio. Thoughts…

1. Why didn’t I go to the gym more regularly for at least six months before I decided to come here?

2. Oh my God, can this water get any icier? Impossible to swim here.

3. I’d love to have two bags of these GLOBO chips.

4. I’ll have the açaí with muesli and banana.

5. Why is everybody running away while these dark-skinned boys are chasing after them?

6. I’ll ask the nice lady sitting to my right if she would mind looking after my stuff while I go for a quick swim.

7. Don’t they mind my overhearing their private conversation about how they’re cheating on their wives? Turn it down.

8. Has marijuana been legalized in Brazil? I can’t see anyone NOT smoking.

9. What a view they must have from Vidigal.

10. Those three must be from São Paulo.

11. Isn’t that Chico Buarque walking along the sidewalk?

12. I have never seen these gringos this happy when they are at home.

13. I must stop after this one. I believe this is my fourth caipirinha.

14. Maybe I will get the beach towel with the Christ the Redeemer on it.

15. Jesus, they should get a room.

16. OMG, that wave was a little tsunami and washed all that guy’s clothes and belongings away.

17. Are they really going to try on the speedos right here on the beach before buying them?

18. Wow, it looks like we are going to have a beautiful sunset today. Will be standing on Pedra do Arpoador in 30 min.

19. Will go ITAU biking later on.

20. Time to shift position and stare at the Two Brothers now.

21. How many more years do I still have to teach English to be able to buy that penthouse over there?

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Ipanema, Rio.

 

Storytelling with Winslow Homer, the famous American Painter

Posted on by under aprenda inglês, Aprender inglês, Aprender línguas estrangeiras, Aprender português, Arte, Ensinar com Arte, Escrita, marketing, Writing

Storytelling with Winslow Homer, the famous American Painter

Winslow Homer.  Click on the picture to access the SlideShare presentation. You might want to check  out our post on the mythological structure of storytelling as well:  http://wp.me/p4gEKJ-F2

Note: you might want to check out our new book TEACHING ENGLISH WITH ART: MATISSE   available  from AMAZON.COM as an ebook.  Click here for more info: 

http://wp.me/p4gEKJ-1kP

 

My worst flying experience

Posted on by under aprenda inglês, Aprender inglês, filmes, Literatura, Writing

With the sad news of the doomed fate of flight MH370, I could not help but remember one of the most frightening experiences I’ve ever had flying.

I had spent 15 days vacationing in London in the interval between the Olympic and Paralympic Games of 2012. Everything went well, London had been sunny and warm for the most part of my stay. I had spent a lot of time sitting in green parks, visiting galleries and museums,  and walking up and down along the Thames riverside from Tate Modern to the Tower Bridge.  I had had such a great time that was even considering going back the following year.

But now I was ready to come home. It was a Friday evening and I was feeling relaxed and with my energies fully restored to resume work on Monday. My flight to São Paulo, Brazil, would leave from Paris. As you probably know, when you try to redeem the miles accumulated over months or even years of paid flights, when time has finally come for you to claim your reward, the airlines will give you the worst choices of flight plans they can possibly put together, short of making you take a route around the world to be able to get to the point on Earth you are aiming for.

So I needed to get to Paris first – a 90 min flight – before facing the uncomfortable and long journey back home in coach: although I fly all the time for work, the experience is far from enjoyable for me.

ToonCamera

Horrible flight

Armed with a bunch of newly-bought crossword puzzles, I took my preferred seat on the isle, next to a  good-looking young couple, who seemed to be still in love with each other. “They can’t have been together for long”, I thought, by the way they looked lovingly into each other’s eyes with a silly grin on their faces. They were both dressed like business people and I wondered about their luck being able to travel together for work. Or they might have just met on the plane and fallen in love. I know this can happen. Good for them. I was distracted by these fantasies as the plane took off.

As soon as the plane reached the right altitude, taking a horizontal position, I proceeded to take out my puzzles, pulled down the food tray in front of me, and started working furiously on solving the crossword problems. After a couple of minutes, I came across a tough one: 10 letters: synonym for commotion; unruliness; insubordination; rioting… I bit my pen in deep thought.

Then it started.

It was first felt as a sudden plunge into the void, which made some of the passengers cry out in fright. I was one of them. Then the plane stabilized for a moment, a couple of seconds maybe, and then a full-fledged turbulence broke out. The vessel shook like we were a cocktail being made by one of the cool bartenders in the Soho pub I had been to the night before. I was in terror. Stealing a glance at the couple sitting next to me, I noticed they were tense but totally silent. The smiles had been wiped off their faces but their hands remained held tight. I wondered if they would mind if I intermingled my cold and trembling fingers with theirs. With much effort, I refrained from trying this approach.

The plane seemed to steady and flew smoothly for a couple of minutes. I sighed. Peace did not last long, though. Soon the shaking and bouncing started again. Some middle-aged Spanish-speaking ladies, probably members of some tourist package holiday group, had seats a couple of rows ahead of me, to the right, and I could jealously see them laughing and screaming at the same time, while holding each others hands in support. Meanwhile, I was on my own, firmly gripping both arms of my seat and murmuring repeatedly DEAR GOD, DEAR GOD, DEAR GOD. I only noticed I was voicing these words out loud when I took another look at the couple – maybe to see if any of them would offer to hug me or hold my hand – only to find them staring at me with a despising look on their faces. I shut up and closed my eyes.

Another big mistake. The moment I shut my eyes, images of all the “plane crash” disaster movies I had ever seen came rushing back in waves, reminding me of the horrors of AIRPORT 1,2,3,4,5…, the beginning of the TV show LOST, and a memorable graphic crash scene from the 90s movie FEARLESS. The latter, however,  gave me some hope, as Jeff Bridges’s character survived the crash after all, and decided he was invincible from then on. I might be the lucky one this time.

The turbulence never let up. It lasted the whole flight. Getting worse and worse, till we were told that we should start landing procedures. Never had I experienced anything like that before. I was shaken to my core when we arrived in Paris, and almost missed my flight to Brazil, having totally forgotten to adjust my watch to account for the one-hour time difference between London and Paris. My lips felt dry and white.

My heart goes out to the passengers on board any doomed flight. I deeply sympathize with how they may have felt in the final moments, as I believe I’m a survivor.

On the peaceful 12-hour flight back home from Paris, I resumed the crossword puzzle I had abandoned when chaos took over the flight from London to Paris. The 10-letter word I was looking for was obviously TURBULENCE.

Au revoir

Jorge Sette.