In anticipation of Obama's visit in Japan tomorrow, I thought this was an interesting readTOKYO — When Utako Sakai was changing the background music in her beauty parlor recently, she did not opt for the classical piano pieces she usually chose.
Instead, she picked her favorite CD: “President Obama’s Inaugural Address,” released by Asahi Press, a Japanese publisher of language books. She says the speech lifts her spirits and helps her to learn English all at once.
“All our customers love it,” said Ms. Sakai, who is based in Ayase City, in Kanagawa Prefecture, outside Tokyo.
The speech CD and its accompanying book have been a resounding success, selling 200,000 copies since its release in January. A compilation of President Barack Obama’s speeches has done even better, selling half a million copies since November, solidifying his role as Japan’s English teacher.
Publishers have since flooded the market with over a dozen language-learning titles, including “Speech Training: Learning to Deliver English Speech, Obama Style”; “Learn English Grammar From Obama”; and “Yes, I Can With Obama: 40 Magical English Phrases From Presidential E-mails.”
Asahi Press followed up its inauguration book and CD with a recording of Mr. Obama’s “World Without Nuclear Weapons” speech, also in book and CD form, given in Prague in April.
The publishers are trying to tap into a foreign-language teaching industry that the Yano Search Institute said was valued at ¥767 billion, or $8.7 billion, in 2008. The figure includes the cost of books, CDs, dictionaries, e-learning programs, standardized English tests, and the cost of private language lessons. The institute, in Tokyo, says the majority of the spending is aimed at learning English.
Most Japanese people, including those studying English, would have difficulty comprehending a speech given by a native English speaker. But “Mr. Obama’s English is easy to understand because he pronounces words clearly and speaks at a relatively slow clip,” said Professor Tadaharu Nikaido, a communication specialist here. “Movies tend to be the most difficult for Japanese, especially when actors mumble their words.”
Mr. Obama sets his range of vocabulary wide enough to accommodate the highly educated and the less educated, Professor Nikaido added, and at the lower end, it sometimes comes within the range of non-native speakers’ comprehension.
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