Selling Modernity: Advertising in Twentieth-Century Germany

387 Pages·2007·4.47 MB·English

by  Pamela E. Swett (ed.)

Selling
Modernity
AdvertiSing in
twentieth-Century
gerMAny
Pamela E. Swett, S. Jonathan Wiesen,
and Jonathan R. Zatlin, EditoRS
With a foREWoRd by VictoRia dE GRaZia
Selling Modernity

Selling Modernity
Advertising in twentieth-Century Germany
EditEd by
Pamela E. Swett, S. Jonathan Wiesen,
and Jonathan R. Zatlin
duke University Press durham and London 2007
© 2007 Duke University Press
All rights reserved
Printed in the United States of America on acid-free paper ♾
Designed by Heather Hensley
Typeset in Dante Monotype by Tseng Information Systems, Inc.
Library of Congress Cataloging-in-Publication Data appear
on the last printed page of this book.
​For​Jack,​NathaNiel,​DaNiel,​leora,​aND​Max

​Contents
List of Illustrations ix
Foreword
Victoria de Grazia xiii
Acknowledgments xix
Introduction
Pamela E. Swett, S. Jonathan Wiesen, and Jonathan R. Zatlin 1
​1. Marketing, Modernity, and “the German People’s Soul”:
Advertising and Its Enemies in Late Imperial Germany, 1896–1914
Kevin Repp 27
​2. Visions of Prosperity: The Americanization of Advertising in
Interwar Germany
Corey Ross 52
​3. Branding Germany: Hans Domizlaff’s Markentechnik and Its
Ideological Impact
Holm Friebe 78
​4. “Planting a Forest Tall and Straight Like the German Volk”:
Visualizing the Volksgemeinschaft through Advertising in
German Forestry Journals, 1933–1945
Michael Imort 102
​5. Selling the “Racial Community”: Kraft durch Freude and
Consumption in the Third Reich
Shelley Baranowski 127
​6. “Die erfrischende Pause”: Marketing Coca-Cola in
Hitler’s Germany
Jeff Schutts 151
​7. Lufthansa Welcomes You: Air Transport and Tourism
in the Adenauer Era
Guillaume de Syon 182
​8. “The History of Morals in the Federal Republic”:
Advertising, PR, and the Beate Uhse Myth
Elizabeth Heineman 202
​9. “Wowman! The World’s Most Famous Drug-Dog”:
Advertising, the State, and the Paradox of
Consumerism in the Federal Republic
Robert P. Stephens 230
​10. “True Advertising Means Promoting a Good Thing
through a Good Form”: Advertising in the German
Democratic Republic
Anne Kaminsky 262
​11. Promoting Socialist Cities and Citizens: East Germany’s
National Building Program
Greg Castillo 287
​12. “Serve Yourself!” The History and Theory of Self-Service
in West and East Germany
Rainer Gries 307
Bibliography 329
Contributors 347
Index 351
​List​of​iLLustrations
repp
Figure 1. Advertisement for Tietz Department Store, Berlin 31
Figure 2. The Wertheim Department Store, Berlin 38
Figure 3. Poster advertisement for Stiller shoes, 1908, Lucian Bernhard, artist 41
Figure 4. Poster advertisement for Priester matches, 1904, Lucian Bernhard,
artist 43
ross
Figure 1. Kaloderma soap advertisement, 1927, Jupp Wiertz, artist 56
Figure 2. Newspaper announcement for Odol mouthwash, 1929 57
friebe
Figure 1. R6 Reemtsma cigarette brand label, early 1920s 86
Figure 2. Ernte 23 Reemtsma cigarette brand label, early 1920s 87
Figure 3. Yellow Brand label for Reemtsma, early 1920s 88
Figure 4. Hans Domizlaff’s design for a new Reichsflagge, 1932 95
Figure 5. Photograph of Hans Domizlaff, 1933 96
Figure 6. Photograph of President Paul von Hindenburg, 1933 97
imort
Figure 1. Pein & Pein tree nursery advertisement, 1936 110
Figure 2. Pein & Pein tree nursery advertisement, 1936 111
Figure 3. Pein & Pein tree nursery advertisement, 1938 112
Figure 4. Pein & Pein tree nursery advertisement, 1938 113
Figure 5. Bergmann tobacco company advertisement, 1938 118
Figure 6. Bergmann tobacco company advertisement, 1938 119