The Americanization of Austria from a historical point of view and the power of the American image in Austrian advertisements

Seminar Paper , 2009 , 14 Pages , Grade: 1

English Language and Literature Studies - Culture and Applied Geography

The paper is concerned with the Americanization of Austria. In the beginning the most important historical stages and events with regards to U.S.American influence on Austria as well as an overview on the most important student exchange programs shall help gain a better understandig of the topic. The second part will focus on the the power and influence of U.S.American advertisements, whereas the the analysis of a print-medium advertisement will exemplify and support my theories and thoughts concerning this matter.

Inhaltsverzeichnis (Table of Contents)

• The Americanization of Austria from a historical point of view and the power of the American image in Austrian advertisements
• Introduction
• The Americanization of Austria in the 19th and 20th century
• The nineteenth century
• The influence of American industrial production and management after World War I
• The “productivity craze”
• The influence of the Marshall plan
• The time of the Nazi regime and its effects
• American culture and its impact on Austria
• The influence of student exchange programs on the Americanization of Austria
• Student exchange programs after World War II
• The Fulbright program
• The American Field Service (AFS)
• The Salzburg Seminar

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This seminar paper aims to explore the Americanization of Austria from a historical perspective, focusing particularly on the influence of American culture and student exchange programs. It analyzes the impact of the American image on Austrian society, particularly in advertising, and examines the cultural exchanges that have taken place over the past century.

• The Historical Development of Americanization in Austria
• The Power of the American Image in Austrian Advertisements
• The Influence of Student Exchange Programs on the Americanization of Austria
• The Role of Cultural Exchanges in Shaping Austrian Perceptions of America
• The Relationship between Americanization and Austrian Identity

Zusammenfassung der Kapitel (Chapter Summaries)

• The Introduction establishes the topic and scope of the paper, outlining the key areas of focus, such as the historical development of Americanization in Austria, the influence of American advertisements, and the impact of student exchange programs.
• The chapter on the Americanization of Austria in the 19th and 20th century traces the evolution of American influence on Austria, highlighting key events and periods such as the influence of American industrial production and management after World War I, the “productivity craze”, and the role of the Marshall plan.
• The chapter on the influence of student exchange programs delves into the specific impact of student exchange programs, such as the Fulbright program, the American Field Service (AFS), and the Salzburg Seminar, on the Americanization of Austria.

Schlüsselwörter (Keywords)

The key terms and concepts explored in this paper include Americanization, Austrian identity, cultural exchange, student exchange programs, advertising, American image, historical development, industrial production, management techniques, and cultural imperialism.

• College: University of Vienna
• Grade: 1
• Author: Katharina Eder (Author)
• Publication Year: 2009
• Pages: 14
• Catalog Number: V172592
• ISBN (eBook): 9783640925780
• ISBN (Book): 9783640925650
• Language: English
• Tags: americanization, austria, american, austrian