The Images
The first picture is of flags that are shown throughout Berlin. I saw them right away after arriving. The poster by itself was taken at the bus stop across from the hostle during the third week of our stay. The photo of the flags with the poster was taken during our second week. This was the first time that I saw the banners with a promotion for the show and made the connection that the pretzel banners were related.
Analysis
During my stay in Berlin, World War II has never been far from my mind. I haven’t had the courage to ask any of my fellow students at IMK about their feelings on the subject, nor do I think I will. Although the war happened long before their lifetime, I feel as though it is a legacy that they have to bear and it must be painful.
In a very strange way, I have found myself comparing World War II to September 11, 2001. Although all of the United States, and the world, felt the effects of 9/11, no other city suffered like New York. Living there, long after the attacks, we are still reminded of it daily. I worked in lower Manhattan, on Water Street between Wall Street and Broad Street just steps away from the World Trade Center. From the window of my office, you can see where the buildings once stood and the new, empty hole of the skyline. For the one year anniversary, and every year since, giant lights would point towards the sky to outline their stature. A saying that became synonymous with visions of that day was “Never Forget.” I really don’t know how people could. So many loved ones were lost and wounds were too deep to just forget. But in a way, it’s kind of natural to want to forget. The human mind wants to block out the painful memories and compartmentalize them in order to heal. So how do you move on?
I think for Berliners, this is a problem for them as well. WWII was not that long ago and while you don’t need the constant reminder, you mustn’t forget history or you’re doomed to repeat it. There are plenty of reminders in Berlin that memorialize World War II. Additionally, Germany has gone to great lengths to move on from the Nazi party such as making the swastika illegal, changing the national eagle symbol from the one in the 1930s, and even outlawing the publication of Hitler’s “Mein Kampf.” * So you can imagine my surprise when I arrived to Berlin that I see the photos above.
My first impression of this branding was very puzzling and offensive. It looks to be the logo of a pretzel company here and I can’t help but think it looks a lot like the Nazi flag. This HAS to be deliberate. HAS to be. But how could it? Who would support a Nazi company? Are the feelings of the Nazi Party still present in Berlin? So present that a company would show their affinity to the Nazi Party with such a logo in an attempt to sell more pretzels? Can’t be. And thankfully, it isn’t. It’s actually a promotion for the Broadway Show “The Producers.” The storyline for the show involves making the worst play ever, “Springtime for Hitler in Germany” and hoping that it will flop to collect an insurance claim. In the show, critics call the play a satire and it’s a success. “The Producers” was a huge hit in the states and was even turned into a movie.
The first picture is of flags that are shown throughout Berlin. I saw them right away after arriving. The poster by itself was taken at the bus stop across from the hostle during the third week of our stay. The photo of the flags with the poster was taken during our second week. This was the first time that I saw the banners with a promotion for the show and made the connection that the pretzel banners were related.
Analysis
During my stay in Berlin, World War II has never been far from my mind. I haven’t had the courage to ask any of my fellow students at IMK about their feelings on the subject, nor do I think I will. Although the war happened long before their lifetime, I feel as though it is a legacy that they have to bear and it must be painful.
In a very strange way, I have found myself comparing World War II to September 11, 2001. Although all of the United States, and the world, felt the effects of 9/11, no other city suffered like New York. Living there, long after the attacks, we are still reminded of it daily. I worked in lower Manhattan, on Water Street between Wall Street and Broad Street just steps away from the World Trade Center. From the window of my office, you can see where the buildings once stood and the new, empty hole of the skyline. For the one year anniversary, and every year since, giant lights would point towards the sky to outline their stature. A saying that became synonymous with visions of that day was “Never Forget.” I really don’t know how people could. So many loved ones were lost and wounds were too deep to just forget. But in a way, it’s kind of natural to want to forget. The human mind wants to block out the painful memories and compartmentalize them in order to heal. So how do you move on?
I think for Berliners, this is a problem for them as well. WWII was not that long ago and while you don’t need the constant reminder, you mustn’t forget history or you’re doomed to repeat it. There are plenty of reminders in Berlin that memorialize World War II. Additionally, Germany has gone to great lengths to move on from the Nazi party such as making the swastika illegal, changing the national eagle symbol from the one in the 1930s, and even outlawing the publication of Hitler’s “Mein Kampf.” * So you can imagine my surprise when I arrived to Berlin that I see the photos above.
My first impression of this branding was very puzzling and offensive. It looks to be the logo of a pretzel company here and I can’t help but think it looks a lot like the Nazi flag. This HAS to be deliberate. HAS to be. But how could it? Who would support a Nazi company? Are the feelings of the Nazi Party still present in Berlin? So present that a company would show their affinity to the Nazi Party with such a logo in an attempt to sell more pretzels? Can’t be. And thankfully, it isn’t. It’s actually a promotion for the Broadway Show “The Producers.” The storyline for the show involves making the worst play ever, “Springtime for Hitler in Germany” and hoping that it will flop to collect an insurance claim. In the show, critics call the play a satire and it’s a success. “The Producers” was a huge hit in the states and was even turned into a movie.
I’m not sure how the show is received here or what Berliners thought of the promotion; both initially, and once they realized what it was about. Marketing and public relations for this delicate topic cannot be easy and I’m curious to know people’s reaction. This is clearly an example of dissonance, using humor or intrigue. Like New York with September 11th, Berlin has constant reminders of WWII and certainly not easily forgotten. But hopefully this show can uplift the spirits of those that suffer from the effects of WWII.
Key Points
Dissonance
Symbolism
International public relations
The marketing strategy for the Producers does seem a bit crass, but it works well in garnering public attention. It is anyone's guess how Germans will respond to the show. After all, if a Broadway show parodied men highjacking planes and crashing them into buildings, I can't imagine New York would sit idly by. It is interesting that Mein Kampf is illegal in Germany. This I was not aware. It just goes to show that cultures can be very sensitive, and to be familiar with these nuances is imperitive as a marketer.
ReplyDeleteJill, this entry blew me away! The parallels you made between September 11th and WWII are really interesting. I honestly never thought of it that way! Being from NY, I share the same feelings you do. For a moment, before you really comprehended what was actually going on, it did feel like an attack on the city. For a long time there was a stigma with NYC and tourism depleated, as you know. Events such as the Tribeca Film Festival were formed in hopes to bring people back to Lower Manhattan. When I saw the flags in Germany, I was kind of appalled. It took you explaining it to me to really understand it and, knowing the show, it actually made me laugh. I admit it is a risky tactic to dig up such a sensitive history, but it is effective because is arouses curiosity, reactions and emotions. Attention and recall are very important components in advertising and this is definitely a good example of them. Great job!!
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