| Fresh Baked |

So my friend and I are walking outside of the mall in Potsdamer Platz after eating lunch, and I glance at the floor where I see writing. Written on the sidewalk in chalk is a message about something “fresh baked.” I begin looking around and realize that just up the street is a bakery. The sheer genius of the tactic hit me and I realized how much foot traffic must pass by that very sidewalk daily. As it is not a permanent inscription and does not mention a brand or a company, the message is completely legal and does not violate any city ordinances (as confirmed through my German source). Now there is nothing inventive about placing written messages in public places however, the area this message was placed and the manner in which it dances around the various limitations imposed on advertising is indeed Non-traditional. What I mean is -- I am yet to hear about how much Nike allotted for its sidewalk chalk advertisements in its last few campaigns.
This is just one example of how inventive Advertising can be. In trying to reflect on what is considered traditional and what is nontraditional I find myself in a chicken and egg scenario. What is considered traditional to me may not be for someone in a different country. I have to be honest; I did a little research before writing this assignment and the most common definition of non traditional advertising was any form that was atypical or grasped the viewer’s attention of without them expecting it. (Chalk on a sidewalk passes, would you agree?)

After our site visit to Wall AG, I was wowed by their desire to produce non traditional forms of displaying media. Though I did not get to see the real world application of their most creative inventions, the idea was enough to broaden my understanding of potential possibilities. Without getting too caught up in the technical side of the business, I believe that companies such as Wall AG that invest in urban furniture, public services, and creative media displays will set the bar for targeted (nontraditional) advertising. Even the concept that a public service, a multi media display and advertising can coexist within a single fixture is in itself nontraditional.

| The Great Escape |

In the late night hours the true artists of our time brighten walls of this concrete jungle. They can transform the dull and monotonous into the vibrant and animated. There is no charge for admission and no fee to photograph. It is a completely free service that carries the added thrill of potential arrest. It is a gift for those who appreciate its beauty and an eyesore to those who misinterprets its purpose. Art in Berlin spills from the traditional gallery out its windows, on to the streets, and up its walls.

Maybe it’s due to my affinity with graffiti, but some days traveling about the city were more satisfying than the majority of art galleries I have visited in my lifetime. Mixed in with the traditional tags are messages about political injustices, insightful social observations, and unique caricatures. The city is a breeding ground for creativity and artistic innovation.

In what I observed this type of art lends itself to advertising targeting the younger generations. This form of urban art is used on flyers promoting parties, billboards promoting clothing, and in one case even window display for a cell phone company. It is the backbone of a youthful subculture that is closely tied to many forms of music and styles of dress.

Speaking of music – from what I observed, live instruments have become obsolete. The local music scene in Berlin is all about electronics. The digital representation of sound is very much a part of everyday life. Rock music is almost nonexistent, with the exception of a few bars still clinging to the music of the 1950’s and 60’s. Therefore with regards to the younger generations there are fewer dominant music scenes than exist in the United States, here your choices are Electric, R&B, or Black (which is really Hip Hop). I would get into the interesting choice in renaming the genre but that is a whole other blog.

Till next time.....

| No Flash Photography |

Something that struck me as interesting throughout my first few days in Berlin came from my inability to use my camera (Bear with me, I promise this will have a point). Like any goofy tourist I immediately activate my camera and start searching for things I found interesting the minute I arrived. I began to realize very quickly that in the area I was to be staying, after taking a picture, I was given a disapproving look. Students I was traveling with were told not to take picture flat out, and in some cases were shouted at the minute the flash went off. However, after a short ride on the train taking photographs of interesting advertising, store fronts, or just in the general direction of people did not seem to offend anyone. Can you guess why?

First impressions of German culture left me scratching my head. As I ventured outside of my hostel I observed the streets, the smells, the stores and began to realize something, there is nothing German about this neighborhood. Some of the women wore headscarves, some of the men had a darker complexion, and there was an intoxicating smell of kebabs in the air. Though much of this was foreign to me, there was one aspect I found very familiar – it is a community comprised of Germans, first generation citizens, and immigrants (who for legal reasons don’t like having their picture taken).



As a first generation citizen of the United States, I can draw certain parallels to this German sub-culture and that of my own as a Cuban-American. There remains a strong connection to their native culture maintained in their daily lives, coupled with the obvious German influences makes this area Berlin cultural stew. A short stroll down the street with the IPod on mute and the diversity in their spoken language preferences begins to become quite obvious. However, after traveling a few train stations down the S1, German surfaces as the dominant language. After resurfacing in a more central part of Berlin, I began to see and notice the busy streets, cars, clothing, dining establishments and even some of the music from a passing car. To the untrained eye the differences would appear somewhat subtle from where I began my observations, but something about this cultural mix reminds me of home.

| Urinals, Trains, and Hot Air Balloons |

First Impressions (Advertising)

What does a bus stop, a bus, a building, a subway wall, a subway, a trolley, a train, a staircase, a wall under an over pass, the area above the urinal in a public restroom, and a hot air balloon all have in common? If you guessed areas to place advertising you would be correct. The city is littered with billboard type advertising. This would lead me to believe that in the case of Berlin, public displays play a large part when deciding how to reach the target audience in their advertisements.

Depending on the size a budget of the company one can make certain inferences on the cost of the placement of the advertising. For example, when riding the subway system you will see various advertisements for local events or places of business in stations that I assumed were less frequented. Traditionally, this advertising can be relatively effective and inexpensive for local businesses. And, the 4 story billboard on the wall of a building facing one of Berlins busiest train stations gives a slightly different impression. So we see the differentiation between the local advertising targeting the people of Berlin and broader bolder attempt to target everyone, including tourists. The almost illogical shift from German to English advertising helped me come to that conclusion.

German seems to be the dominant language in the advertising I first witnessed. However, after exiting a train station in Postdamer Platz, I came across an Oakley poster in a subway billboard that was entirely in English. This would normally not surprise me if the message was simple and easily comprehended however the poster was a part of a larger series of billboards leading to the stations exit that would have been to obscure for a novice English speaker.

| The Local Watering Hole |

My biggest fear coming to Berlin was that I would be completely reliant on another student who speaks fluent German. I was hesitant my first few days to even venture outside of the hostel without having her in ears reach in the event I found myself in a difficult situation. However, given the fact that I understood her time here was better served enjoying the experience rather than serving as a translator, I have since abandoned the notion.
It is now my fifth day living in Berlin and I have now become comfortable with using the two or three sentences I learned on the plane. As I have become familiar with the surrounding businesses I have become sociable with a local bar/lounge owner. His English is slightly better than my German; however our friendly demeanor seems to go a long way in attempting to communicate which has encouraged my repeat business. Last night, I made my usual visit to the establishment and came upon a large gathering of locals. After ordering a round of drinks I took notice of some of the drinks they were ordering and attempted to inquire in my best German, I was quickly interrupted by a young Palestinian who spoke fluent English. He kindly served as a make shift translator for his friends and so a seemingly endless session of questions and answers followed. Two hours later, I had discussed everything from politics to advertising and had a unique insight into the level of advertising that catered to minorities in Berlin.
Through the satellite television they have connected within the lounge he often gets together with cousins and sibling and watches programming from all over the world, the United States in particular. His perceptions of what is considered a norm in our country is astounding, I initially found myself trying to convince them that much like the city they live in, there are a variety of truths and fallacies, but I digress. Their exposure to western advertising that depicts what they agree to be minorities in the United States leaves them feeling their representation in their local advertising much to be desired. As a minority who speaks both his native language, English and German, he prefers to be advertised to in German. As he put it, he is more susceptible to purchase German brands that acknowledge his cultures existence in Berlin, yet he prefers to purchase brands that are originally from his country.
In retrospect I am embarrassed in my apprehension to venture out of my comfort zone. Through my interactions with these particular locals I have gained a very personal insight into not only my own language barriers but also in the ones existing within the local population. Luckily I was able to befriend an intelligent and open minded individual who was as curious about my world as I was with his.