Buenos Aires, 12 March, 2012: Entertainment Learning, the pioneering education-via-entertainment company, announced its partnership with ABS International today for the launch, marketing and business development of its flagship language learning service, English Attack!, (www.english-attack.com) in Argentina.
English Attack! allows learners of English to improve their language skills contextually with video clips from blockbuster movies, hit TV series, music videos and television news reports ; online games ; and thematic visual dictionaries. They can also practice their developing English language skills within the site’s global social network of learners of English. Users have a choice between an English-language interface and a version with navigation, help texts, tutorials, a dictionary, and other resources in 19 other languages, including Spanish, allowing easier access to the site’s unique pedagogical approach.
The full impact of the Internet revolution has yet to be seen in the field of education, and in particular most online language-learning sites are still based on exercises and structures typical of early 20th-century pedagogy, far removed from the interests and motivations of today’s learners. English Attack! aims to propel language learning into the 21st century with an innovative, social approach.
“Where many English language learning methods still have a rather abstract and linear approach, English Attack! is focused on immersion and motivation. Our approach uses authentic content and the brain’s hunger for rewards, social connectivity and discovery” said Paul Maglione, co-founder of Entertainment Learning. “For Argentina, we needed to find a partner who had not just an excellent reputation in the language education industry, but also one who also shared our vision of a language-learning experience transformed by web 2.0 functionalities. We finally found what we were looking for in ABS International and are confident that they will help us make this vision a reality here in Argentina.”
ABS International is the leading training and marketing organization for ELT teachers, institutions, deans, administrators, entrepreneurs, researchers and students in Argentina. Founded in 1992 by ELT training guru Laura Lewin, ABS consistently seeks to train and provide the latest in teaching trends and methodologies via workshops, seminars, courses and mega events for the ELT industry. In that capacity, ABS has been working together with Educational Technology consultant Pablo Ponce de Leon.
Added Pablo Ponce de Leon, who will be managing all English Attack! activities in Argentina, “With the widespread use of broadband-based entertainment and social media, English Attack comes at a great time to provide a powerful alternative that effectively targets the engagement gap affecting the new generation language learners. In a nutshell, it rocks big time!”
The Hollywood vision:
In addition to his expertise as an EdTech consultant in the Argentine EFL market, Pablo Ponce de León is also an award-winning Argentine-American media professional currently developing material for Hollywood. So it’s no surprise that he and his creative team are immersed in the culture of today's digital natives and are in a privileged position to provide engagement strategies for the classroom based on "real-world" insight. Today, this is not only important for education in general, but it is especially true in the field of language education. Through ABS’s broad EFL network, Pablo guides language schools and training organizations that seek to improve student engagement through media.