Abstract (English)
This dissertation deals with the depiction of Germans and Germany in American advertising. It is not focused on empirical data but rather the aesthetical, structural, and cultural depiction and reception of national stereotypes and images of Germans and Germany in American advertising. It is an analysis of the historical development of changing depictions in American advertising and an attempt to ...
Abstract (English)
This dissertation deals with the depiction of Germans and Germany in American advertising. It is not focused on empirical data but rather the aesthetical, structural, and cultural depiction and reception of national stereotypes and images of Germans and Germany in American advertising. It is an analysis of the historical development of changing depictions in American advertising and an attempt to document and organize the large number of primary sources which were found in the course of the research. This dissertation attempts to answer the following questions: which themes are common and which are neglected; for which types of products are these depictions used and by which companies; which appeals are the most frequent and to whom do these advertisements and depictions appeal; and have these representations changed over time and can certain periods be identified?
The dissertation is divided into two parts: the first part gives an overview of background information and other research regarding the dissertation�s topic and the second part is an analysis of a wide variety of advertisements that are related to Germans and Germany. The primary material is drawn from several sources, ranging from academic publications, videotapes, newspapers and magazines, online databases and websites to private collections of print and video advertisements.
The search criteria include at least one of the following two conditions: Firstly, images of Germany or Germans are displayed in pictorial, musical, or textual form. This includes any kind of reference, however small, that can be identified as having an implicit or explicit reference to Germany and/or its people. Secondly, the sample also includes advertisements by German companies, even when no explicit reference to their origin is made. It has been shown that companies and products are an important part of modern consumer and popular culture and that businesses and products are identified with their country of origin. References may include firstly Germany as a country, nation, and society, secondly the people of Germany, and thirdly German-Americans.
The advertisements discussed only constitute a portion of those found in the course of research. Many ads depict very similar aspects and images. Furthermore, the sheer abundance of advertisements and the limited scope as well as the broad approach of this dissertation made it necessary to refrain from discussing each in detail. Thus some exemplary advertisements are discussed, while others are merely mentioned, briefly quoted, or even left out.
This dissertation shows that even though some representations have changed over the years, many stereotypes have remained. It can be expected that with increasing globalization and internationalization, improving information technology, and bigger advertising budgets, depictions of the Germans and their country will continue to be employed but are likely to change over time.
Translation of the abstract (German)
Diese Dissertation befasst sich mit der Darstellung der Deutschen und Deutschlands in der amerikanischen Werbung. Sie ist weniger auf die empirische Analyse als auf die ästhetische, strukturelle und kulturelle Darstellung und Wahrnehmung von nationalen Stereotypen und Bildern ausgerichtet. Die Analyse beinhaltet die historische Entwicklung und versucht, die folgenden Fragen zu klären: Welche ...
Translation of the abstract (German)
Diese Dissertation befasst sich mit der Darstellung der Deutschen und Deutschlands in der amerikanischen Werbung. Sie ist weniger auf die empirische Analyse als auf die ästhetische, strukturelle und kulturelle Darstellung und Wahrnehmung von nationalen Stereotypen und Bildern ausgerichtet. Die Analyse beinhaltet die historische Entwicklung und versucht, die folgenden Fragen zu klären: Welche Themen und Motive sind verbreitet und welche werden ausgelassen. Für welche Produkte und Firmen werden diese Darstellungen verwendet? Welche Reize finden sich am häufigsten und wen sprechen diese Werbungen und Darstellungen an? Haben sich diese Darstellungen mit der Zeit gewandelt und können bestimmte Zeiträume identifiziert werden?
Die Dissertation ist in zwei Teile unterteilt: Der erste stellt den Forschungsstand und relevante Hintergründe vor, während im zweiten verschiedene Werbungen exemplarisch analysiert werden.
Die Dissertation zeigt, dass viele Stereotypen innerhalb des untersuchten Zeitraums gleich geblieben sind, obwohl sich einige Darstellungen mit der Zeit verändert haben. Es kann daraus geschlossen werden, dass solche Deutschlandbilder nach wie vor in der Werbung benutzt werden, sich aber auf Grund von Globalisierung, Internationalisierung, sich ändernder Medien und größerer Werbebudgets in Zukunft weiter verändern werden.
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