The British attitude towards Germany seems to be ambiguous: there are still many World War II movies on television, there are serious newspaper articles and hostile tabloid cartoons, unfriendly governmental memos and – last but not least – advertising: The people dealing with this issue are of different political background. Therefore, they have contradictory intentions and express either friendly or hostile opinions: Nevertheless, certain stereotypes of Germans are recurrent, regardless of which attitude is represented.
The two following lists of German attributes have only recently been compiled: The first one is the result of the Chequers-Conference in March 1990, when Margaret Thatcher discussed the aspects of German reunification with some confidants: The Conference’s consensus on „eternal“ German characteristics was : “insensitivity to the feeling of others, [...] aggressiveness; assertiveness, bullying, egotism [...].” The memo was not designed to be published, therefore one can assume that the participants spoke frankly.
Several other „German“ features can be found in a poll in which students were asked about national characteristics: According to the majority, Germans are: "orderly, (disciplined, organises, efficient, obedient to rules, inflexible, punctual); hard-working, (laborious and ambitious); arrogant (particularly in intellectual matters); complex (difficult to understand, Angst-ridden)".
My paper will focus on the occurrence of several of these images in advertising, especially in four campaigns released between 1993 and 1997: Three of them deal with German products promoted for German consumers, one of them deals with a British product for the British market but refers to Anglo-German conflict in order to tell its story. We will see that especially the stereotypical German virtues (as mentioned above) are applied in order to emphasise the value of the goods. In contrast, one example shows how negative images are used to show British superiority.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 1.1. The Story of a Label
- 2. Examples of Anglo-German Advertising
- 2.1. Television Advertisement for British Beer: Carling Black Label Lager (1993)
- 2.2. Print Advertisement for Bavarian Beer: Löwenbräu (Autumn 1994)
- 2.3. Print Advertisement for German Gardening Tools: Gardena (Spring 1995)
- 2.4. Television and Print Commercial for a German Car: Volkswagen - The New Passat (Spring 1997)
- 3. Analysis
- 3.1. Carling Black Label Lager
- 3.2. Löwenbräu
- 3.3. Gardena
- 3.4. Volkswagen - The New Passat
- 3.5. General Remarks
- 4. The Tools of Advertising
- 5. National Identity and Self-Representation
- 6. Conclusion
- 7. References
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This paper aims to analyze the portrayal of German stereotypes in British advertising between 1993 and 1997. It examines how these stereotypes, both positive and negative, are utilized to promote products and build brand identity. The analysis focuses on four specific advertising campaigns, comparing and contrasting their approaches to representing German national characteristics.
- Stereotypical portrayals of Germans in British advertising
- The role of "Made in Germany" as a marketing tool
- The use of humor and national identity in advertising campaigns
- The relationship between advertising and Anglo-German relations
- Analysis of specific advertising campaigns across different media (TV and print)
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage by exploring the ambiguous British attitude towards Germany. It highlights the conflicting portrayals of Germans in various media, from World War II films to newspaper articles and advertising. The chapter introduces two lists of German attributes—one from a confidential meeting and another from a student poll—which will serve as a framework for analyzing the recurring stereotypes in the advertising campaigns discussed in subsequent chapters.
1.1. The Story of a Label: This section delves into the history of the "Made in Germany" label, tracing its origins to the Merchandise Marks Act of 1887. It explores the unexpected consumer reaction to this labeling requirement and how the label itself evolved into a significant marketing argument for quality and durability of German products, a legacy that continues to influence present-day perceptions.
2. Examples of Anglo-German Advertising: This chapter presents four case studies of Anglo-German advertising campaigns from 1993-1997. It provides a chronological overview of each campaign, describing their context, media, and creative execution. These examples serve as the empirical basis for the detailed analysis in Chapter 3.
2.1. Television Advertisement for British Beer: Carling Black Label Lager (1993): This section details a television advertisement for Carling Black Label Lager. The ad contrasts a group of hurried, stereotypical older German men with a relaxed young British man, using humor to emphasize British superiority and subtly reinforcing negative stereotypes of Germans as being uptight and less refined. The use of the Union Jack-designed towel and the juxtaposition with the German men strongly highlights a sense of British exceptionalism.
2.2. Print Advertisement for Bavarian Beer: Löwenbräu (Autumn 1994): This section focuses on a Löwenbräu print advertising campaign that plays on the stereotype of Germans lacking a sense of humor. The campaign uses a series of jokes involving Germans' inability to understand British humor, ultimately concluding with the tagline, "What we Germans lack in humor, we make up for in our beer." This self-deprecating humor is a notable approach in portraying the national characteristics of the target audience.
2.3. Print Advertisement for German Gardening Tools: Gardena (Spring 1995): This section describes a print advertisement for Gardena gardening tools. The ad utilizes the "Made in Germany" label to emphasize the quality and reliability of the product, thereby leveraging positive stereotypes associated with German engineering and craftsmanship. It showcases how positive stereotypes can be directly used to endorse a product's superior quality.
2.4. Television and Print Commercial for a German Car: Volkswagen – The New Passat (Spring 1997): This section examines Volkswagen's New Passat campaign, which featured two notable television advertisements. The first focuses on a man obsessed with round shapes, linking this quirky behavior to the car's design. The second features a man fixated on testing locks, highlighting the Passat's superior security. These ads use humor and eccentricity to showcase the car's design and quality, portraying German engineering with a positive, albeit unconventional, approach.
Schlüsselwörter (Keywords)
Anglo-German relations, advertising, stereotypes, national identity, "Made in Germany," British humor, German engineering, quality, consumer behavior, marketing, television advertising, print advertising, cultural representations.
Frequently Asked Questions: Analysis of Anglo-German Advertising (1993-1997)
What is the main focus of this paper?
This paper analyzes how German stereotypes are portrayed in British advertising between 1993 and 1997. It examines how these stereotypes, both positive and negative, are used to market products and build brand identity. The analysis focuses on four specific advertising campaigns across different media (TV and print).
Which advertising campaigns are analyzed?
The paper analyzes four campaigns: A Carling Black Label Lager television advertisement (1993), a Löwenbräu print advertisement (Autumn 1994), a Gardena print advertisement (Spring 1995), and a Volkswagen Passat television and print campaign (Spring 1997).
What are the key themes explored in the analysis?
Key themes include stereotypical portrayals of Germans in British advertising, the role of "Made in Germany" as a marketing tool, the use of humor and national identity in advertising, the relationship between advertising and Anglo-German relations, and a comparison of advertising approaches across different media.
How does the paper approach the analysis of stereotypes?
The analysis uses two lists of German attributes—one from a confidential meeting and another from a student poll—as a framework for identifying recurring stereotypes in the advertising campaigns. It examines how these stereotypes are employed to create humor, build brand associations, and appeal to target audiences.
What is the significance of the "Made in Germany" label?
The paper explores the history of the "Made in Germany" label, tracing its origins and its evolution into a significant marketing tool emphasizing quality and durability. It examines how this label is leveraged in the analyzed campaigns.
How are humor and national identity utilized in the advertisements?
The analysis investigates how humor and national identity are employed in the selected advertisements, noting instances of self-deprecating humor (Löwenbräu), contrasting British and German characteristics (Carling Black Label), and using unconventional humor to showcase quality (Volkswagen Passat).
What types of media are included in the analysis?
The analysis includes both television and print advertisements, allowing for a comparison of the effectiveness of different media in portraying national stereotypes and promoting products.
What is the overall conclusion of the paper?
The conclusion summarizes the findings of the analysis, potentially drawing connections between the observed stereotypes, advertising strategies, and the broader context of Anglo-German relations during the period.
What are some key words associated with this research?
Key words include Anglo-German relations, advertising, stereotypes, national identity, "Made in Germany," British humor, German engineering, quality, consumer behavior, marketing, television advertising, print advertising, and cultural representations.
- Quote paper
- Cornelia Neumann (Author), 1998, Made in Germany - A proof of technical perfection. Stereotypes of Germans in British advertising, Munich, GRIN Verlag, https://www.grin.com/document/8987