German stereotypes in DaimlerChrysler & Volkswagen ads
For the past month, I’ve been seeing DaimlerChrysler commercials everyday featuring the chairman of DaimlerChrysler, Dieter Zetsche, as Dr. Z, a name which was apparently copied from my earlier posts and nicknames. The ads focus on the German appearance and the thick German accent of Dr. Z to show that the company is indeed making better cars. Volkswagen (VW) is doing something similar, airing ads that portray a German engineer going to different dealerships to judge the performance of other cars by using his German sense of humor and personality. This results in the stereotyping of the German individual in order to show that the two companies have superior cars compared to companies that are not associated with the German culture in any manner.
One thing I like about Dr. Z is his official website, AskDrZ.com, which says that any questions submitted by users are answered and showcased on the site while making them available via RSS feeds also. This is a very neat feature in my view. However, I’m not sure why Chrysler chose to use the stereotypical tactic to show that it’s improving. If this is the way being used to increase awareness that the company now has the German philosophy embedded, then it’s probably a good path that means no harm. However, at the same time, many Chrysler ads focus on showing how American the company is. The logic, considering such a contradiction then, could be that the German presence is being used as a stereotype.
While Dr. Z may be ok with having himself portrayed as the model stereotype, using one person to showcase the character of an entire group of people can be something that might backfire. I wonder if similar ads are being shown in Germany, with an American executive shown in a light manner in the DaimlerChrysler ads. One reason for such ads could be because of the recent Fifa World Cup that was held in Germany, with many things associated with Germany resulting in more attention from customers this year. The ads shown in America could be showing two messages at once: that Chrysler is an American company, as if patriotism had anything to do with car performance, and that it has some German characteristics in it now, something that is shown in a humorous manner resulting in the viewer thinking that all Germans are like Dr. Z.
The ads from the two companies seem to be doing something similar by showing the different German understanding of things as being a sign of unique qualities that the two companies possess, and in the case of Chrysler, something that supplements the American tradition that it claims to already represent. If it was a white and black male performing the ads and showing either individual as being different or bad, there would be storms of opposition brewing from anti-discrimination and anti-racism groups. However, when it comes to ads revolving around different countries, people rarely voice an opinion or even think that there might be something brewing there.
What do you think about this? Does such stereotyping tend to hurt something? Is such a thing even a stereotype in your opinion? What kind of car do you own yourself? Regardless of what the ads mean, if I had to pick between the two, I would choose VW over Chrysler, if we do not consider the other brands now owned by DaimlerChrysler.
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( August 8th, 2006 at 1:20 pm )
hey Bes.. I don’t know if I’ve told you b4, but your site looks messed up on my computer.. hmm.. maybe its the resolution but either way, your design shouldn’t get in the way of different people’s resolutions.. o_O.. neways.. ttyl! take care byes. B
( August 9th, 2006 at 2:07 am )
one possibility that i can think of is stereotype breaks culture barrier. it’s a marketing tactic that used by international companies. most foreign company are using this tactic. im not sure what example i can give but ive notice this tactic since last year when i saw the advertisement of body shop.
( August 9th, 2006 at 4:33 am )
Hi Blanca. Thanks; I just tried fixing it after I saw Birdie’s comment also. Does it work now? You’re right, my design shouldn’t do that and I didn’t intend to do that. I hope it’s better now. Please let me know.
( August 9th, 2006 at 4:34 am )
You’re right in that aspect. However, like I said above they also portray a different version at the same time in different ads, so it’s kind of contradicting as to what purpose the stereotype actually serves.
What kind of a body shop was it? What did the ad say?
( August 11th, 2006 at 4:53 am )
body shop is trying to bring closer the remote african culture to the world at large. you can visit body shop boutique and you’ll find that the advertisement features the african activities.
( August 11th, 2006 at 4:59 am )
aiya…havent finish comment i pressed submit. so… that is what the every company trying to do. to get other part of the world to familiar with their culture, so indirectly, the other part of the world can adapt to what they are doing. ok…im not sure what im type but hopefully you get what i say…
( August 12th, 2006 at 10:29 am )
Well, I can address the issue of how nationality is being used in my country to advertise for some products.
India is being populated by a lot of Korean products in the market, so one of the companies in India started marketing by saying “Its a product of India and not Korea”. Can you believe that?????
My comment is definitely not related to a car, but as I said, I just wanted to point out how some companies even use patriotism factor to market a product.
( August 14th, 2006 at 9:37 pm )
Yes, I think I get it. Interesting viewpoint.
( August 14th, 2006 at 9:38 pm )
Hmmm, heh, that’s funny in my view, and very interesting. Yes, that’s a very good example of using patriotism as an incentive.
( August 16th, 2006 at 5:31 pm )
Personally, I like the idea but not the approach. As I wrote in Scatterbox… Chrysler’s advertising is a bad waste of a good chairman.
( August 23rd, 2006 at 11:13 pm )
Let me just say again. I hate Volkswagen. It’s too bad Chrysler is in cahoots with them now… *sigh*
( August 25th, 2006 at 2:39 am )
Good read, thanks for pointing.
( August 25th, 2006 at 2:39 am )
Why do you hate VW?
( July 28th, 2008 at 10:14 am )
“India is being populated by a lot of Korean products in the market, so one of the companies in India started marketing by saying “Its a product of India and not Korea”. Can you believe that?????”
I’m in India. Never saw such an Advertisement!
( August 24th, 2008 at 7:27 pm )
I like the idea very much, for me I adore Volkswagen
Nice article, thanks for sharing
( August 25th, 2008 at 4:59 am )
Such a great article, man I like your point of view.. thanks for your work !!
( August 27th, 2008 at 4:18 am )
Wow!! Thats a very good read! I like the way you are using patriotism as an incentive. keep up the good work.
( August 27th, 2008 at 4:47 am )
Volkswagen always rocks, such a good information. thanks for sharing this with us !!