{"id":244,"date":"2016-11-10T09:28:41","date_gmt":"2016-11-10T08:28:41","guid":{"rendered":"http:\/\/dhm.web11.server10.lombego.de\/?p=244"},"modified":"2021-12-21T10:20:20","modified_gmt":"2021-12-21T09:20:20","slug":"244","status":"publish","type":"post","link":"\/blog\/2016\/11\/10\/244\/","title":{"rendered":"Advertising during the German economic miracle"},"content":{"rendered":"
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ADVERTISING DURING THE GERMAN ECONOMIC MIRACLE<\/h1>\n<\/div>\n
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Although advertising had already been widespread in 1920s Germany<\/a>, it underwent a major revival during the economic miracle \u2013 all thanks to a new medium. On 3 November 1956, the first commercial was broadcast on German television. Today, these early commercials are fascinating historical documents that tell us a great deal about stereotypes and identity in the emerging nation of West Germany.<\/b><\/p>\n

It\u2019s eleven years since the end of the Second World War<\/a> and West Germany is probably more prosperous than it has ever been. The economy is booming, wages are rising and people\u2019s pantries and fridges are full again after years of hardship. The horrors of the Nazi regime<\/a> have receded into the distance and are hardly ever the subject of public debate. In other words, the \u2018Wirtschaftswunder\u2019 (\u2018economic miracle\u2019) has brought prosperity and a carefree attitude to post-war West Germany<\/a>. This supposedly brave new world was accompanied by a renewed surge in consumer confidence. People were happy to treat themselves, spending their shiny new Deutschmarks on consumer goods, household items and cars.<\/p>\n

THE ADVERTISING INDUSTRY DISCOVERS TV<\/h2>\n

This shopping frenzy was orchestrated by the newly formed advertising industry. Advertising agencies wanted to get Germans even more excited about the benefits of new products \u2013 and boost consumer demand even more. In order to achieve their aim, advertisers harnessed the power of a new medium that was able to bring Germans face to face with new products in the comfort of their living rooms. The momentous day came on 3 November 1956: the first commercial on German TV was aired on Bavarian channel Bayerischer Rundfunk \u2013 a 55-second clip promoting detergent brand Persil. It\u2019s simple slogan: \u2018Persil und nichts anderes!\u2019 (\u2018Persil and nothing else!\u2019).<\/p>\n<\/div>\n

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