Seminar paper from the year 1998 in the subject English Language
and Literature Studies - Culture and Applied Geography, grade: 1,0
(A), Humboldt-University of Berlin (Institute for Anglistics/
American Studies), course: Great Britain and Europe - Great Britain
in Europe, 12 entries in the bibliography, language: English,
abstract: 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
General
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