Culture of Berlin

Berlin is a city rich in history. As such, there is a wealth of cultural significance throughout the region, the language, and the shared experiences of the people. The most significant experience of recent history is unquestionably the fall of the Berlin Wall and the clash between Soviet and Western influence. There exists a great resentment for the oppression of the people over the last few decades. With governments from around the world trying to mold post-war Germany, the people have a right to be wary of undue government intervention.

Detail: Covert Intelligence in a Divided Berlin

This wall installation is a statement against undue government intervention and spying. In an act against what is likely the German equivalent of the Patriot Act, a group sponsored this message, which reads, “Before the Wall. After the Wall. The State sends the Bug.” The cockroach is a clear metaphor for the government “bugging” the people with surveillance equipment.


Discussion

The people’s relationship with the government is something marketers in the international arena must pay particular attention to. Especially in Germany, where the government has had such a turbulent and varied past, marketers must be cautious and culturally sensitive. For the German audience, this message was spectacularly achieved. The cockroach is a perfect symbol, and the text is lyrical enough to easily be remembered. It is interesting to note that this installation was placed in a neighborhood far from the city center or the government sector. This is surprising, as most ads that are political in nature try to reach the most audience in as high profile an area as possible. In any manner, the message was perfectly executed and intelligently thought out.

Highlights

- governments have tremendous influence on the messages marketers are able to convey
- international marketing communications is particularly challenging because of the varied nature of rules and regulations marketers must obey
- the German culture is so dynamic and so resilient, that to best communicate with this audience, it is imperative to be well-versed in German history and tradition