German advertising used to mirror the popular view of German
culture. Germans see themselves as the people who give the world immaculate
machine parts. The machine parts have high quality and do not need to be
publicized. At the most, a German customer needs information about the machine
parts. German advertisements are therefore strictly informative, nothing more or
less. German customers traditionally appreciate rational and factual
advertisements, which above all inform. Advertisements are not supposed to be
works of art with a creative value apart from that of the mere data provided.
Many advertisements are starkly austere. Germans expect products to speak for
themselves. Advertisements that seek to seduce rather than convince are regarded
as superficial and lacking in substance. Times are purported to be changing and
advertisements are now informing in a creative manner.