Details

Autor(en) / Beteiligte

• Krah, Hans

Titel

Strategische Selbstreferenz: 'Deutschland' in deutscher Werbekommunikation

Ist Teil von

• Kodikas, 2017-01, Vol.40 (1-2), p.186

Ort / Verlag

Narr Francke Attempto Verlag GmbH + Co.KG

Erscheinungsjahr

2017

Link zum Volltext

Quelle

Narr Francke Attempto Verlag Zeitschriften und Jahrbücher

Beschreibungen/Notizen

• The contribution deals with German commercials. All of them refer explicitly to Germany using the term "Deutschland". Such a self-reference is unusual and striking. The production of those commercials signifies a change not only in forms of how to promote goods and services but also in the way of thinking. Such new cultural attitudes can be seen in commercials which were produced in 2012/13--the first focus of the following analysis is on them. Its second focus is on a campaign from 2005/06, titled "Du bist Deutschland", which was financed by leading enterprises of German media industries.