In 2006, UNESCO dubbed Germany the “City of Design;” a title that is extremely befitting (1). With their clear statements and aesthetically pleasing colors, it is as if the advertisements come to life within the country. Again, it comes of no surprise that 9 out of the 10 largest German advertising agencies have their headquarters or a branch in Berlin. This is a sure indication of the creativity and quality of Berlin’s advertising industry.
The little research that I did about Berlin seemed almost irrelevant upon seeing the actual city. Having expected an old fashioned town, I was amazed by everything I saw. From billboards advertising not only a certain product but also political and cultural ideas to paper towels within restaurants imprinted with propaganda, color and design reign free.
After attending a bicycle tour of the city, I came to a better understanding of all that I was seeing; all advertising agencies follow talent and potential. Berlin, being Germany’s greatest university city with numerous types of universities, offers more than 44 study courses related to media and communications (2). With so many students enrolled, the competition within the industry must be tough. This is bound to make it a necessity for those involved in advertisement to create new and different ways of attracting both customers and consumers. With over 3 million residents the communication platforms are just as numerous ranging from the International Consumer Electronics Trade Fair (IFA) to the Carnival of Cultures.
All in all, I find Berlin to be a beautiful city immersed in history, color, and design that is unique to any other place in the world. Berlin truly is the “City of Design.”
This picture depicts my reaction after seeing propaganda on paper towels in a restaurant. Though I could not entirely understand what was being promoted, I did notice that one of the advertisements was for the brand "Ille," which also happens to be the brand of the machine. Coincidentally, I am sure. Footnotes 1 and 2: www.businesslocationcenter.de/imperia/md/content/blc/pppmodule/englisch/ppp_module_werbewirtschaft_en.pdf
Carola: As someone that has never been to New York City, I must confess that the advertisements I've seen throughout the city of Berlin must compare to what Times Square ads are to New Yorkers. Before I arrived in Berlin with you and the rest of the crew, I too thought of Berlin to be old-fashioned. To my surprise, it was beautiful and modern, and its title "City of Design" is well-suited.
ReplyDeleteI really agree with you on how Berlin is really advanced with advertising. I have seen innovative and really advanced clever ideas. For example, the advertisements on the garbage cans, and the T.V screens with 6 ads on it. It really catches your attention and keeps you interested.
ReplyDeleteI love your picture with the paper towel dispenser! When I saw it I was fascinated and thought it was such a cool way to advertise. I didn't really think anything of it at first and then when I realized that it was an advertising message I couldn't imagine how subtle it was. Everyone looks at the toilet paper when they wipe their hands. But it always made me wonder where the line was crossed between advertising messages and our privacy. I think that in the US this form of advertising wouldn't last a day! I would love to see what kind of messages can be advertised through this vehicle in the future..
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