Advertising On St. Hedwigs Cathedral

2006



2008

Description of the Advertisment.

While touring of the some key tourist sites in Berlin I came across several huge billboard ads for HP. One of the most interesting to me was one on st hedwigs cathedral, which is undergoing renovation

Why I chose It

I chose this ad because I thought that its placement on a church was very interesting. There were two huge billboard ads across from one another. These were in was a key location right next to the book burning memorial, on Inter Den Linden. I thought that it was unusual for there to be an advertisment on a church, which is regarded as a sacred place. The cathedral is the most significant Roman Catholic ecclastical building in Berlin. I also wondered if it's placement might be offensive to religious people.

Applying IMC concepts

I thought that this advertisment was interesting not only because of its placement on a catherdal but they fact that their were two massive billboard ads within feet of each other. These ads were in English so it thought that they were trying to target English speaking tourists, who would visit there key locations in Berlin (I also saw a huge billboard for HP at Checkpoint Charlie) Then I wondered why people would be interested in HP products while on vacation. If they are trying to target German people then what is the significance of having the ad in English?

Cross Cultural Anaylsis

I wonder if Berlin is more liberal than the US with regards to religion, I think that this may have caused people to object in the US if such a big advertisment was placed on a catherdal that is so rich in history and an important place for Roman Catholic worship.

Key Points

• Advertising on a cathedral, which is a important and sacred place for many people.


• The size of the advertisements


• The placement in key tourist locations and advertisments in English
  
  By Camille Backer