5. Germans and Germany as Friend and Foe
5.1 The Business Partner
The positive economic connection between Germany and the United States is often stressed in advertising, reflecting the close relations of Germans and Americans. Not without pride, United Technologies emphasizes the importance of sound economic relations when it claims: “The Marshall Plan built an economy so strong and so attractive that people knocked down the Berlin Wall to get to it.”678 The statement stresses that it was the active financial engagement of the American side that made war-torn Germany, at least the western part, into a prosperous industrial nation again; it leaves out the contributions on the partner’s side. This is also true for the claim that it was the lack of prosperity that brought the people of eastern Germany and Europe to start a revolution; left out are the ideas of political and social oppression.
The ad shows that the partnership with Germany is a powerful public relations tool as it was mainly America that helped Germany prosper. The point of view shown is clearly the American perspective.
One aspect of the fruitfulness of the successful partnership of the two countries is the closeness of the two cultures. Emmerich discusses the similarities of WASPs, White Anglo-Saxon Protestants (the most influential group within U.S. society), and of Germans as perceived by Americans have in common: “solid, verlässlich, etwas langweilig, technisch begabt, kulturell erstrebenswert, nicht unbedingt ein Freund, jedoch auch kein Feind, sondern ein Partner, auf den
676 Bogart 86.
677 For instance as sport rivals; e.g.: PowerBar “Live like Lance – Big German,” advertisement, 2004.
678 United Technologies gives this example to show its expertise in crisis regions: “From China to Russia to Latin America, we don’t just do business – we live there.” (United Technologies, advertisement, New York Times 25 June 1997: D7.)
man sich im Allgemeinen verlassen kann.”679 The image of the militaristic German and Nazi has largely been replaced by a more positive image: diligent, intelligent, practical, decent, brave.
Those traits, generally valued in American society, are of course ideal for Germany as a partner and an ally.
An interesting phenomenon is the existence of so-called bi-national products, which emerge more and more often. Hybrid companies, such as DaimlerChrysler, have the strategic advantage of drawing their images from both national backgrounds. It is especially powerful when depicting the positive aspects of bi-national collaboration. Two TV commercials, emphasizing the parental corporate merging of the German-American DaimlerChrysler, stress similarities and unique national strengths. One such shared strength is scientific ingenuity, represented by the brightest scientists Einstein and Edison. The voice-over explains that the cooperation naturally must lead to even higher results:
A German named Einstein showed us the universe in a whole new light. An American named Edison turned it on. And putting American and German minds together is bringing a new level of quality to Chrysler, one of the proud American brands of DaimlerChrysler…680
A second ad emphasizes the unique strengths which are depicted as complementing each other.
After the text “DREAMED IN AMERICA” is shown on screen, still shots of the exterior design elements of the advertised vehicle, the Crossfire, are presented, accompanied by a mysterious silence with sparse sound effects. The sequence introduced by the text “CRAFTED IN GERMANY” constitutes a contrast, followed by images of workers, an engineer, and high-tech production processes in abruptly moving short sequences. The different mood is underscored by very powerful music. The spot, which is filmed completely in black and white, concludes with the text “TURNING HEADS EVERYWHERE,” showing smooth, fast driving scenes.681
The ostensible strengths of the two countries of origin are emphasized: the Americans are in charge of lifestyle, image, design, and emotion, while the engineering is the Germans’ sphere.
The hybrid production process is presented as strength, and the partnership is highlighted.
679 Emmerich 44.
680 Chrysler “Einstein & Edison,” advertisement, 2002. See also chapter 3.4.
681 Chrysler “Dreamed in America,” advertisement, 2003.
But the Germans, or other economic partners for that matter, are not always represented as equals. A United Parcel Service (UPS) advertisement shows 12 different people representing their country. Each can be easily identified by the stereotypical nature of the images. The one subtitled “West Germany” features a mustached man, who is a bit rounder and older than the others, wearing a hat and a traditional suit (“Trachtenanzug”).682 O’Barr analyzes the advertisement in detail, and comes to the same conclusion as that of the United Technologies ad:
The UPS international delivery network interlinks the twelve separate individuals, but only to an American sender or business. There is no hint whatsoever that the man in Italy can exchange letters with the woman in Japan or that the Australian rancher can send his parcel to the English businessman, although this may be possible by routing them through the United States. The UPS network is depicted as an American network that articulates each of these countries with the United States. The relationship is international from an American perspective, but it is not global. America stands at the center of an international shipping system, but links of the various countries are always back to or through the center.683
The type of clothing indicates that the German partner is presented as inferior and not in control.
This depiction along with the abundance of other nationalities reveals that the American side is dominant.
682 O'Barr 75.
683 O'Barr 75.