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Verkannte Propheten? Zur Diskrepanz zwischen Status und Einfluss der «Gründergeneration» deutscher Werber in der westdeutschen Werbewirtschaft, 1945 bis 1966/67

Autor: Gerulf Hirt
Jahr: 2011, Heftnummer: 1, Seite(n): 48-74

The paper examines the standing as well as the socioeconomic influence of those West German advertising consultants and directors who influenced the German consumer and capital goods industries from the 20s or 30s until the 60s and who took a major part in shaping West Germany’s postwar advertising industry. It explores whether or not the advertisers’ constant complaints about a discrepancy between their «low» socioeconomic status and their «ingenious» – though «unrecognized» – influence corresponded in reality with their socioeconomic situation up to the recession of 1966/67. The article begins with a description of the historical background of the advertisers’ professional experiences since the 20s in order to measure their impact on the shape of the West German postwar advertising industry subsequently. It then turns to a critical analysis of the collective professional convictions of the advertisers by introducing the professional mentality (Berufsmentalität) as an ideal type. Finally, the article contrasts the advertisers’ showmanship – which formed part of the professional mentality – with the economic development of the West German advertising industry as well as perspectives of political and economic elites on the advertisers during the so-called German economic miracle. The primary finding is that the advertisers’ economic situation was not particular low, nor was their social standing generally as weak, as they suggested during the prosperous 50s and 60s. The article argues that the advertisers’ false assessments were due to the shared status deficiency they had experienced before the Second World War, to their unfulfilled professional hopes and to their enduring risky and highly competitive situation as a profession of career changers and «entreployees» (Arbeitskraftunternehmer), who could never reliably prove to their clients either their expertise or their impact on sales.