I 1 I ,|®SI I -V f -f-T a^êét •r.W German Advertising is shaped by two factors. Firstlyit must be a mirror of German commerce. Now, there is no secret about this country's heroic struggle for raw materials and, in consequence, self-sufficiency. That means, many goods which other countries have in abundance, are scarce in Germany. Certain manufacturers merely have to satisfy the demands of the German market within the limits of their supply of raw materials. These have substituted other means of distribution for advertising. There remains necessarily a restricted group of goods which can prominently be ad vertised, such as fashion and general household goods, cosmetics, cigarettes, motorcars, and, above all, Germany's most outstanding possession, her own beauty and hospitality. If this already sets German Advertising apart from that of other countries, transforming a free and lavish competition into a direction of consumption, the official German Advertising Regulations, secondly, have raised the moral standard of advertising above the average. Knocking at competitors, even if only by implied comparison, is not allowed, nor is there a race of screaming, meaningless superlatives. If you claim your product to be the best, you have got to prove it, which is impossible. So, hack neyed clichés are to be found nowhere in German Advertising. Artists and copywriters must dig themselves deeper into the inherent and intrinsic values of the goods they display and must discover what characteristics distinguish them from similar ones. This is why German Advertising is dignified, decent and, above all, true. It may miss the thrill of big stunts and scoops, but it creates confidence. The examples shown on the following pages are not chosen on their artistic merit alone, be it layout, design or copythey are picked out as being the most typical of German Advertising of to-day. L. FRITZ GRUBER 73 -r:' ~v- :v'^&jSf- r JB»™ ERMANY

Modern Publicity en | 1938 | | page 75