The Turks: An Ethnic Minority on the Rise

Discussion

As stereotypical as it may sound, before arriving to Berlin I pictured all Berliners to be fair skinned with blonde hair and blue eyes. I practically paraded this information around Miami various weeks prior to departing; and boy was I in for a surprise. Though many of the people I encountered have fit that profile, minority groups are on the rise.

By staying in a predominantly Turkish neighborhood I have personally seen how many Turkish people there actually are in Berlin; though what I encountered can only be described as a glimpse of this growing society. It is appalling to note that although the Turkish people represent a significant percentage of the population in Berlin, they are completely ignored with regard to the media.

Many of the advertisements seen around Berlin depict my stereotypical vision of a Berliner. Alongside this, every single poster, billboard, or other medium that I have seen is written in German. This presents a humongous problem within the advertising market. Each year thousands of tourists flock to Berlin’s gates to experience the city that is rich in history, the question I pose is: how will an advertisement written in German appeal to any of them? I can admit, for arguments sake, that tourists come and go. So why should marketers attempt to appeal to them and base their campaigns around a language that is not the national one? The answer is simple: tourists may leave but the minority groups found in Berlin are actually living here. They deserve the same amount of attention that any other Berliner receives; whether it be written in Turkish or any other language.

It is a fact that various minority groups, such as the Turks, have a tremendous impact on the marketing community within Berlin. Due to their high numbers they have acquired a buying power over the industry. Thus, it has become a necessity for marketers to be culturally competent and generate campaigns aimed towards them. However, this is easier said than done as after walking everywhere for three weeks only one such advertisement was seen.

Highlights

• Minority groups within Berlin are increasing at a steady rate; however, marketing methods aimed towards them have not.
• Minority groups, such as the Turks, have tremendous buying power within the economy due to their increasing size.
• It is vital for marketers to be culturally competent and adapt their work to the minority groups.

This advertisement shows the only minority group advertisement that I was able to find within my three week stay in Berlin. It depicts two Turkish men in a passionate embrace while the slogan reads: love deserves respect. The slogan, which is written in three different languages, is a prime example of cultural competence. This way everyone can understand what message is being conveyed, regardless of barriers.