From trade cards to the internet [Elektronische Ressource] : depiction of Germans and Germany in American advertising / vorgelegt von Felix A. Kronenberg

From Trade Cards to the Internet: Depiction of Germans and Germany in American Advertising Inaugural-Dissertation zur Erlangung der Doktorwürde der Philosophischen Fakultät IV (Sprach- und Literaturwissenschaften) der Universität Regensburg vorgelegt von Felix A. Kronenberg aus Hannover 2007 Erstgutachter: Prof. Dr. Udo Hebel Zweitgutachter: Prof. Dr. Albrecht Greule 2 Contents Acknowledgments.....................................................................................................................4 Preface.......................................................................................................................................5 1. Underlying Concepts: Culture, Stereotypes, and Advertising ............................................7 1.1 History of Advertising in the United States ........................................................................8 1.2 Advertising and Culture ..................................................................................................18 1.3 The Appeal of Advertising ...............................................................................................24 1.4 Stereotypes: An Approach31 1.5 How We Are Seen: Images, Stereotypes and Nationality..................................................41 1.6 Images and Stereotypes of Foreigners in Advertising ......................................................49 1.