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Ben-Eliezer says Israelis must learn TV communicating.
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L
S
oviet President
Mikhail Gorbachev
probably speaks
English as well as Israeli
Prime Minister Yitzhak
Shamir, a Tel Aviv-based
media consultant said in
Altanta recently.
But Gorbachev only
speaks through a translator
on American television
because he knows the image
he wants to project to
American audiences. It's a
lesson Dr. Yariv Ben-Eliezer
says Shamir ought to learn.
Ben-Eliezer is a professor
of communications and pro-
paganda at Tel Aviv Univer-
sity and a consultant on
handling media, especially
television. Many of his
clients are Israeli politicos
and businessmen who need
help with the media image
they project to constituents
and customers.
Ben-Eliezer, son of David
Ben-Gurion's eldest
daughter, enjoyed applying
his communications exper-
tise to those Israeli politi-
cians occasionally inter-
viewed on American televi-
sion.
The 49-year-old professor
passed out the following
grades for Israeli's represen-
Richard Bono is a staff writer
with our sister paper, the
Atlanta Jewish Times.
tatives as seen on American •
TV:
Yitzhak Shamir, D: "His
English is so bad, he's not
helping Israel's propaganda
effort. It's better he talk in
Hebrew with a translator
than to continually butcher
English. Gorbachev doesn't
speak English on American
television and I'm sure he
could speak as well if not
better than Shamir .. .
"A translator would give
Shamir time to think before
he speaks and to present a
better image. He sits all
crunched up and stooped
over in front of the camera.
His body projects fear."
Shimon Peres, C:
"Peres's problem is that he
talks like a book. He doesn't
talk 'television.' Peres
divides every problem into
three categories and each
category has a two-part an-
swer. That is not TV talk."
Moshe Arad, B: "He's
more Americanized and, be-
ing a diplomat, he's more
careful of what he says. He
projects a better image and
he's good-looking."
Benyamin Netanyahu,
A: "He's the best among the
Israeli representatives, even
though the guy is shallow.
He has no depth, no great
ideas, but he has a great TV
image. He knows how to pro-
ject an image. He is good-
looking. His English is
perfect."
Ariel Sharon, B : "He
gets a high mark, even
-