German translation: deren Namen nicht nur Chemiker verstehen
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He sounds as if he's running out of breath halfway through (or is about to faint or both). That's kind of like QVC over here. A lot of the really bad German TV ads are about websites to compare prices, etc. - sometimes they're just yelling like some crazy person. Or they're translated but non-localized versions, e.g., ads for toys (somehow, they just sound "too pumped-up").
And if you say "political commentary," on which I've given up mostly (has become even more partisan than before, hasn't it?), maybe you'll like this very short clip (exception to the website rule): https://www.youtube.com/watch?v=ETmZlMZmf74
I typed an answer and it disappeared. Par for the course. But actually, even though somewhat naive and supposedly direct, and often crass, German ads would win an academy award compared to what passes for TV advertising in the US...absolutely lowest common denominator. I once thought the Amis invented advertising, but they have definitely lost it... although consumers and the advertisers seem to have become savvier than the pie in the sky thrown at purportedly "gutgläubige" German viewers. See if you can find the My Pillow ad. Very "sincere", but enough to drive you crazy.. and they must have bought millions of dollars in air time... so they keep inflicting the pain... and I don't watch much tv except for political commentary...
Bottom line, I am not making a case for the superiority of American advertising (or anything for that matter). Third world country... ok, my rant for tonight.
"still working and too tired to write elegant German"
Understand completely - don't know how many times I've burned the midnight oil.
"works very effectively in the US"
- Don't dispute that at all. I've just noticed a pattern here when it comes to German marketing messages (be it food, IT, cars, or something else). They are getting more "direct," but in my opinion, German and US marketing documents are still miles apart in how they address customers.
"maybe the German culture has gone off the deep end"
- Be glad you don't have to watch TV ads over here. We're lucky enough to be able to record our TV shows, so we can skip those ads altogether. Advertising used to be such a "cute" business: https://www.youtube.com/watch?v=xUONMB9N1Uk
"Don't know what the Seitenhieb refers to... if that's another criticism"
- No, it wasn't. That was my comment to Usch's answer. The fact that the name isn't understood by anyone other than the people cooking up the compound in a lab was an allusion to how consumers use these barcode-checking sites in Germany to figure out what they actually put on their skin. That's why I thought it was a good solution.
I have no time or patience for such deep-seated analyses (still working and too tired to write elegant German)
Most of which I disagree with. In German: Das ist eine repraesentative Masche, von wegen nicht aussprechen...the natural, organic crowd wants to see 'ingredients they can actually pronounce'...works very effectively in the US and I've seen it on German cosmetics.. You've got to lighten up and take it with a grain of salt. The we is a very effective inclusive message and it refers specifically to the English text here... not a generalized treatise on marketing language, names, phrasing.
I spent many years in strategic marketing and branding (in Europe, esp Germany, Austria and Italy) and much of my work is still in that realm. Many rules have changed due to digital marketing and social media, but basics of human nature apply.
Or maybe the German culture has gone off the deep end. Don't know what the Seitenhieb refers to... if that's another criticism, so be it.
Kein einziges (!) "wir". Meist Firmennamen oder Passivkonstruktionen. Das sehe ich oft als Unterschied im Deutschen und Englischen. Ja, es gibt das "Wir" zwischendurch - "Wir machen's möglich" - aber dann geht es um das "wir" als Firma und bezieht den Kunden nicht mit ein (so wie es hier der Fall wäre).
1: Deutsche Werbung ist im letzten Jahrzehnt wesentlich lauter, schriller und unverständlicher geworden. Um ehrlich zu sein, bringt "etwas aussprechen zu können" da nur ein müdes Lächeln hervor oder wirkt sogar "contrived".
2: Die Werbung richtet sich an die "deutsche Durchschnittsfrau", nehme ich an. Ich habe in mehreren Jahrzehnten keine einzige kennengelernt (jung und alt), die sich dafür interessieren würde, wie Inhaltsstoffe ausgesprochen werden. Warum auch? Vor Freundinnen kann man damit wohl kaum angeben.
3: Zusätzlich zu meinem Link und Steffens (@Steffen: ich habe so ein ähnliches Buch zuhause, im Supermarkt gekauft - Scherz des Jahrhunderts!) gab es in den letzten Jahren den Trend, Seiten wie diese zu besuchen: http://www.codecheck.info/inhaltsstoffe
Leute wollen sich über die Stoffe informieren, die sie lesen (ob sie sie nun aussprechen können oder nicht).
Eigentlich nein. Es geht darum, dass die Inhaltsstoffe nicht chemisch, unaussprechbar d.h. unbekannte sind. Diese Aussage wird von vielen Herstellern natürlicher Produkte gemacht. D.h. es sind bekannte und "Zutaten", die man daher auch lesen und aussprechen kann.