Ksenia Mikhailova Russia, Orenburg)
Each country in the world has its own distinctive features in advertising, this is due to many factors - the historical conditions for the formation of culture, the national character of the inhabitants, the economic and social development of society. If you know about all these special features and watch the world's advertising for some time, then according to the information portal Bright Side, you can immediately recognize in which country this commercial was invented, hitting the target nine times out of ten. The mentality of the people and the conditions in which they live are both the reasons and the environment for the existence of exactly the kind of advertising that exists in any particular country at any particular moment. The psychological characteristics of the inhabitants of the country, their manner of perceiving and communicating information are reflected in any branch of culture, including advertising. The Thais joke like crazy, the Brazilians carnival, the Japanese call for high, the Germans make amazingly logical ambients and directs.
Germany is one of the most "creative" countries in Europe, gradually taking a leading position not only in the world, but also in the advertising market. According to the unified Russian advertising resource "reklama-region", German advertising deservedly receives the highest awards in the art of creating commercials. Thus, the Mobius Awards festival held in Berlin in 2008 recognized German advertising as the winner in five nominated categories out of nine existing ones.
What is the unique feature of German advertising videos?
Fechner and Ebbinghaus for many years developed ways to influence advertising on the will of a person, tried to explain the basic principles of the mental impact of colors, music and formulations on the consumer.
Despite the fact that sometimes the selfish and selfish goals of the advertising campaign are too obvious, it achieves its goals, since the impact on the consciousness of the recipient occurs at an unconscious psychological level. The main goal of both Russian and German advertising is to form a potential buyer of the advertised goods or services dissatisfaction with old goods and the need for new ones.
According to the aforementioned “reklama-region” website, influencing the will and desires of the consumer, as well as inclining them in the direction necessary for the manufacturer in German practice, is a completely normal and normal phenomenon that is not considered either immoral or criminal. The greatest minds of the country have been working and continue to work on how to arouse in the recipient a desire to purchase a certain product in Germany for a long time. Due to the mental characteristics of a person, any information perceived by the brain, whether it be a text message, a video clip or an audio recording, is deposited in the mind and pops up at certain moments, regardless of whether the person wants it or not.
German culture, like any other, has introduced its own national features and characteristics into commercials. Psychologist - advertiser K. Werkman, after analyzing the psychological appeals of trademarks in a number of countries, noticed the following - German advertising refers to such values as the exclusivity of the product, romantic associations, symbols of rudeness. As an example of rude and, to some extent, even cruel treatment, one can cite an advertisement for San Michel cigarettes, in which the viewer is presented with the scene of the execution of two men, whose last desire was to smoke a cigarette of this brand.
Unlike Russian, German advertising is more focused on the rationality of the buyer. The main methods of influencing German commercials on the audience are facts and logic, designed to present the exact qualitative characteristics of the advertised product. German advertising confidently refutes the stereotypes that have developed about the country itself. There is no that far-fetched stiffness, scrupulousness, no obsession with order and cleanliness, there is nothing that we usually think about this country, except for impeccable accuracy and accuracy. German advertising tends to appeal with impeccable logic, proven quality and indisputable facts. But, despite all its brevity, the listener always receives the necessary amount of information. All details, nuances, numbers and quality characteristics of the product are brought to the fore. An integral feature of German advertising culture is minimalism, which distinguishes it from the advertisements of many other European countries, often resorting to a huge number of special effects and other excesses, sometimes distracting from the characteristics of the product itself, and focusing on remembering the image through bright colors. A striking example of German minimalism is the advertisement of the largest German organization for the supply of electricity and gas "E wie einfach Strom & Gas GmbH". Already the name of this organization speaks for itself - "E, how simple"; they made the same expression their slogan. The main principle of this company is simplicity and consistency, there is nothing superfluous here, only a problem and its specific solution.
German culture prefers to stick to its own traditions rather than explore new unexplored frontiers. Almost any advertisement for beer or sausages can serve as proof of this. However, this does not mean its "clumsiness" and predictability. On the contrary, it is characterized by a non-standard approach to standard problems. So, in an advertisement for a Mercedes-Benz car, the viewer will not see a single image of him, but only mountains, rivers, forests, through which he will have to travel. And all this is arranged in the form of a line showing the dynamics of sound. Another non-standard hint at the noiselessness of the engine.
In German advertising, in one of the few, it is customary to use inscriptions that are designed not only for residents of Germany, but also for a foreign audience, to place slogans in German mixed with English, French and others. So, for example, such world-famous slogans as - “Volkswagen. Das Auto, Opel. Wirleben Autos. Or another good example is the advertisement of the Audi Quattro vs Hund car, provided with comments in parallel in two languages - German and English, and ending with the company's invariable slogan - "Vorsprung durch Technik".
Thus, embodying and preserving its best national features, Germany is one of the most advanced countries in the advertising market, using advertising not only for commercial profit, but also turning it into a real art.
Literature:
Koshetarova LN Aesthetic features of advertising packaging / LN Koshetarova // News of higher educational institutions. Food technology. - 2006. - No. 2–3. - S. 120.
http://www.adme.ru/
http://reklama-region.com/
Shestakov, V.P. Mass culture in the USA: images and stereotypes / V. P. Shestakov // Questions of Philosophy. - 1981. - No. 7. S. 320
Scientific adviser: associate professor, candidate of philological sciences Burikova Svetlana Aleksandrovna
So, fresh German advertising at its best. As promised in Tuesday's post, today's highlights are the favorites from the latest Art Directors Club fur Deutschland Awards, which I witnessed late last week in Berlin.
But first, a little reflection on German advertising and Germans in advertising.
What adjective would you use to describe Made in Germany advertising? Most likely, the word "good" or one of its synonyms. As Veronika Dolina sang, "it's all businesslike, it's all German." After all, according to our old stereotypes, everything German is extremely practical, comfortable, high quality, correct, reliable, predictable and… a little boring. Like a jar of Nivea cream or a Friedrichstadtpalast variety show.
In our view, for the Germans and for the Germans, advertising is, first of all, arguments & facts, iron logic (as D. Hegarty noted, "German advertising is prone to rationality. It aims more at the head than at the heart"). And also - a licked glossy picture, political correctness and frontal humor. According to another well-known advertiser, F. Nickel, "if we allowed ourselves black English humor in advertising, we would have only troubles in our homeland. Our population is very sensitive." And therefore - rosy-cheeked kinders, eating environmentally friendly yogurt, under the touching gaze of gray-haired frau with porcelain smiles; appetizing blondes with almost nothing; lean fathers of families driving impeccable cars.
German advertising is not just thorough, but the most thorough research of the target audience. This is conciseness and minimalism, no "architectural excesses". And, of course, traditions and more traditions. When an exhibition from the German Advertising Museum was brought to Russia a couple of years ago, the first samples of the exposition were dated back to 1871!
A classic example of German advertising is posters for the Frankfurter Allgemeine Zeitung newspaper, which received awards at various festivals, including, in my opinion, even Moscow. “It’s very simple, and that’s the whole point,” one of its authors said a few years ago. “The slogan is: “There is always a smart head behind it” - five years ago we used the heads of Chancellor Kohl, a giraffe and a Bedouin.”
However, in order to judge the flow of advertising, one should not limit oneself to extreme festival or exhibition examples, one must at least live in the country for some time. One emigrant from Russia formulated her impressions (on the Russian-language site with the original name kommunalka.de) as follows: "The main feature of German advertising is not to believe your eyes: what is shown is not at all what is advertised. The complete lack of connection between the clip and the actual advertised product is very typical of German advertising."
Strange, isn't it? But what about the expected logicality, predictability, understandability, heaviness, law-abidingness and similar primordially "German" qualities?
Judging by the numerous works submitted by members of the Art Directors Club fur Deutschland to their professional competition, all these characteristics are, of course, available in modern German advertising. And where can they go, because, as Bertolt Brecht noted, humanity has changed little over the past fourteen centuries. But the chances of getting a "Nail" from such pictures and films are minimal. Moreover, evaluators are very stingy with prizes: for example, in 36 competitive categories, only 10 "gold" awards were awarded, and 23 "silver" ones.
The undisputed favorite of the competition was the Springer & Jacoby agency, which has 5 first, 6 second and 5 third places.
It was S&J who made, in my opinion, the most stylish work of the competition - the minimalist video "Sounds of Summer". He received two "gold" (in the nominations "television advertising" and "film advertising") and "silver" for the best music. Customer - Mercedes-Benz. A changing black and white picture - roads and lakes, forests and mountains, birds and clouds form vertical lines showing the sound level. And - here we must admit the correctness of our emigrant - the M-B Cabriolets themselves are not shown anywhere.
The same minimalism can be seen in the printed works for Mercedes-Benz - in the richly awarded series "From A to B", where a single continuous line depicts obstacles between two points that the car must overcome: mountains, dunes, architectural monuments. We are invited to take a virtual tour. Only here you will not see the advertised Die G-Klasse.
Another award-winning car series (both prints and videos) was made by the Berlin office of DDB for Volkswagen AG. The new Golf GTI is advertised under the slogan "For guys who were already men". "Then" is in early childhood. Toddlers really behave bravely: they pee in a pot not sitting, but as in a urinal; sitting in a wheelchair, the elbow is held, as in a car window; and in the innocent drawing "May there always be sun, may there always be mother" they add "buffer" to mother. And, of course, no pictures of the car...
To say that this work is distinguished by subtle humor would be silly, but among the winning posters there were indeed remarkably witty ones. For example, the poster for a concert in Baden-Baden invented by the Scholz & Friends agency: an archival photo of Richard Wagner, in which the great composer ... stretches his eyes, becoming like an Asian. Signature: "Kent Nagano conducts Wagner". Two in one! Those who know who Wagner is and who Nagano is, this advertisement will bring a lot of pleasure.
Or already known from the last Cannes, where she received the "Golden Lion", a series of posters for soundproof plastic window manufacturers Weru, also made by Scholz & Friends. A metaphor is used here: reduced sound, thanks to windows, is shown through "reduced" noise sources - almost toy motorcycles, jackhammers, lawn mowers, garbage trucks in the hands of adults.
One of the trends in German advertising is the use of English or a mixture of German and English, the so-called Denglish, in Russian, German, in messages designed for a German audience. Linguists call this linguistic globalization.
Among the entries that won the ADC Electronic Media Award was a screen saver for German Wings with the slogan "Fly high, pay low". Or let's say in the nomination "photography" they noted the company for Jaguar with the slogan (although they awarded, of course, the work of a photographer and art director, not a copywriter) "Born with - lives for" ("Born with - lives for"). Or a print campaign for the Berlin Zoo "Rock Poster". Here, too, English predominates with no photographs or drawings. The popular bands are simply listed, the names of which coincide with the names of animals and birds: Birds, Eagles, Monkeys, Rhinoceros "and other lovely animals. Live. 09.00-17.00. Zoo Berlin". Such are the "live concerts of beautiful animals."
All winning entries can be seen on the website of the German Art Directors Club - www.adc.de
One of the most effective ways to influence people's minds is advertising, which is present in a person's daily life almost everywhere.
Modern commercial advertising is presented in various forms and types, while most types of advertising are based on the interaction of different sign systems, which include graphic design, colors, natural language and visual images. Images in advertising also play an important role, as they are a motivated sign that works for brand recognition at a product presentation, or an extralinguistic sign for meaning transfer. Images are also a means to an end and are never an end in themselves.
Each type of advertising is characterized by the presence of a number of its features. In this article we will consider the most common and frequent features of advertising. Let's clarify the very concept of advertising.
With this phrase in advertising, the company convinces potential customers that it values its cars and invests in them a lot that should be worthy of attention.
Classification by advertising object
Classification by applied methods and tasks
2. economic function– participation in pricing, increase in demand and commodity exchange, creation of competitive conditions between producers of goods.
3. social function– formation of consumer culture by creating certain values; for example, buying an expensive car from a well-known manufacturer's brand indicates a person's high social status. Thus, the slogan of the automobile brand Mercedes-Benz: Das beste oder nichts (The best or nothing), which accompanies all commercial advertisements of the company, is a good example of social advertising, emphasizing that when buying a car of this brand, its consumer chooses the best car.
(photo: www.mercedes-benz.com)
Opel's slogans can be considered particularly successful: Wir leben Autos (We live in cars); Audi: Truth in Engineering (Truth in Technology) or the Mercedes-Benz slogan: Das beste oder nichts (The best or nothing), which companies have been using for several decades. A similar strategic slogan can be found at Porsche: There is no substitute (There is no alternative).
Advertisements for new car models are an example of tactical slogans. Examples of such advertising can be found in any of the brands of German cars: Mercedes-Benz: Ungezahmt - Der neue CLA (Untamed - a new car of the CLA class); Audi: Sich selbst ubertreffen. Der neue Audi Q7 (Surpass yourself. The new Audi Q7); Volkswagen: Small but tough. Polo. (Small but strong. Polo) and others.
Rational slogans use facts and figures. An example of a rational slogan would be the slogan of the company Gute Vorsaetze fur 2015 already mentioned above: 55% Deutschen wollen mehr Zeit mit der Familie verbringen (55% of Germans want to spend more time with their families)
(photo: infographic.statista.com)
Emotional slogans can be found at Porsche, for example: Honestly now, did you spend your youth dreaming about someday owning a Nissan or Mitsubishi? (And now honestly, did you spend your youth dreaming of owning a Nissan or a Mitsubishi one day?) or Nice guys finish last (Good guys finish last). 3. According to the volume and number of words used, short (1–3 words), medium (no more than 10 words) and verbose slogans (more than 10 words) are distinguished.
As a brief slogan, here are the BMW advertising slogans: Freude am Fahren (Driving pleasure); Aerodynamite (Aerodynamite); Fasterpiece (Sample of speed). An example of an average slogan can also be a BMW advertisement: (Spends nothing. Takes little. Gives everything). There are not very many wordy slogans, but they also take place, for example, at Mercedes-Benz: It takes 22 seconds to open the roof. After that, time loses all meaning. (It will take you 22 seconds to open the roof. Time doesn't matter after that).
We found out that advertising slogans differ in functions, duration, volume and are intended to achieve different goals. At the same time, to achieve a certain goal in marketing, when creating slogans, various stylistic means are used. Consider only the most commonly used and effective means to influence a potential buyer. We were involved in the analysis of 18 slogans.
They revealed the following stylistic figures: alliteration (Freude am Fahren); assonance (Sie fahren. Die Augen der anderen wandern); 5 cases of using an ellipse (Liest die Strasse. Und Ihre Nachrichten; Ungezahmt; Fasterpiece; Aerodynamite; Small but tough. Polo.); 2 cases of irony (Porsche slogans); gradation (Nichts verschwenden. Wenig brauchen. Alles geben.). In 9 slogans, the use of anglicisms by most of the above car companies was noted. Having defined the concept of advertising and slogan, as well as analyzing and illustrating some of their features and classifications using examples of German car advertising, we examined the main features of commercial advertising and slogan as its component. We have identified the widespread use of a variety of stylistic means in slogans in order to influence the company on the buyer
