Zum Stereotyp in der Werbung. Deutsche Produktqualität in Rumänien
Stereotypes in Advertising. The German Product Quality in Romania

Summary/Abstract: The present paper sets out to analyze ways to make the recipients of ad messages develop wishful thinking. The focus lies on a somehow predictable advertising strategy, which combines the debate in ethnicity aspects and the advantages of the “objects of desire”: since the 90’s but especially in recent years, the cross-cultural setting in the Romanian advertising for German products is defined by the frequent use of the national stereotype, which turns out to be a rewarding seminar topic for both L1- and L2-learners of German. The external, international image of the Germans, for instance in Romania (“Fremdbild”) is remarkably favourable. Therefore, German products (mainly technology) traditionally speak of reliability, high/best quality, technological excellence or even of perfection.

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