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Singer shoots down Bild advertising approach

The Local · 26 Feb 2011, 11:04

Published: 26 Feb 2011 11:04 GMT+01:00

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Lead singer Judith Holofernes slammed the attempt to attract her band with a devastating critique of the newspaper and the advertising campaign.

The paper – the best-selling publication in the country – has used images of a row of celebrities and their less-than-complementary comments on posters, in return for a donation to charity.

Yet Holofernes said she saw through the strategy and found it as repulsive as the paper itself. She and her band are known for their critical stance towards consumerism and advertising.

“You just don’t get it,” she said in an open reply to the approach of advertising company Jung von Matt for the campaign.

“The current poster campaign for Bild newspaper with the so-called testimonials… from so-called celebrities… is the most perfidious thing I have seen for a long time. This is, as far as you are concerned, a successful act.

“It is rare that an advertising campaign has played so effectively with stupidity on all sides,” she said.

Celebrities who feel Bild is too populist for them, or who disagree with its style or politics, are offered the chance to reach its readers while at the same time being superficially critical of the paper, she said. They are not paid, but money is given to a cause of their choice instead, making it feel acceptable, she said.

The paper looks good, while the advertising agency knows exactly what it is doing, she said.

“The problem with this is, I probably studied with half of your staff and I know what you learn in the first semester – that the medium is the message,” she said.

“The Bild newspaper is not a piece of trash culture that can be regarded with a wink, and it is no harmless ‘guilty pleasure’ for stylish wannabes, nor a funny social or lifestyle reference.

“And the Bild newspaper is absolutely not what you want to sell it as – a loved, hated, but largely harmless fixture of a Germany that is actually much smarter.

Bild newspaper is a dangerous political instrument – not just a strongly magnifying telescope looking into the abyss, but also a malign being, which does not describe Germany, but affects it. With an agenda.”

Story continues below…

Her letter has been forwarded over Twitter so often that it has become one of the top themes of the site, while the band’s website was so overloaded with visits, it has all but closed down, with just the advertising agency’s letter and Holofernes’ reply on the homepage.

“We made it clear in our approach that we do not want to limit anyone in their freedom of expression,” Henner Blömer, manager of Jung von Matt, told news magazine Der Spiegel.

The Local/hc

The Local (news@thelocal.de)

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Your comments about this article

13:25 February 26, 2011 by bartschaff
That was simply great. Criticism more than deserved although, of course, the episode also generates some free advertising for the band.
15:45 February 26, 2011 by derExDeutsche
We in the United States are also 'through' with the Celebrity endorsements. The endless Advertising Campaigns and mindless Govt. Propaganda Media.

Only, pssst, its the Liberals who are run 99% of Media. Just look at Obama and how he got into power. It wasn't on merit and issues;)

So, wir sind Helden, has expressed their desire for a 100% bias. Thank you!!
17:41 February 26, 2011 by bartschaff
@ExDeutsche. So liberals run 99% of the media? Of course, Sarah Palin and the like would agree with you. Fox alone has some 20% of viewers, just to mention the most obvious counter-example.
17:52 February 26, 2011 by derExDeutsche
@ bartschaff

how many cable tv channels are there now? Over a 100 I am sure, and Fox News is only 1 = 1%.

But even that 1% is too much for you 'freethinkers' isn't it?
18:31 February 26, 2011 by marimay
Obama won because sarah palin is a moron.
19:00 February 26, 2011 by bartschaff
@ ExDeutsche

Fox isn't exactly the only right wing broadcaster in the US. In any case, a channel's relevance is directly proportional to its audience - ten neutral and left-wing channels with a 1% audience each will have about half of the influence of Fox alone. Also, a news channel will have an even greater weight on the public's opinion than more diversified ones.

Not to mention that often in the US, the right is called center, the certer, left, and the left, radical.
19:29 February 26, 2011 by majura
Bild: Bildet Eure Dummheit.
19:44 February 26, 2011 by frankiep

Liberals in the US could never have hoped for a bigger gift than Sarah Palin. Yes, television media in the US is largely controlled by liberals with an agenda. The fact that Sarah Palin is a media star and given consideration as a presidential nominee should be proof of this unfortunate fact. In the US, the media has given 100% of its attention to the following:


-Neo-cons, who are really just liberals obsessed with "national defense" (which is another term that has been bastardized since having troops in over a hundred different countries doesn't speak much towards defending ones own sovereignty)

-Bad jokes, intended to make the first two look better by comparison

Sarah Palin and Fox News spend most of their time jumping back and forth between the latter two choices. Conservatives and libertarians, which the neo-con teabaggers are most certainly not a part of, are given next to no coverage in the US media.
20:08 February 26, 2011 by LiberalGuy

Cable News TV Ratings (Daily average)

Fox News- 1,188,000 (right)

MSNBC- 462,000 (left)

CNN- 391,000 (for arguments sake, center)

Daily Newspaper Circulation USA

#1 Wall Street Journal- 2,061,142 (News Corp)

#7 New York Post- 501,501 (news Corp)

For a full list of News Corp media outlets


That's an awful lot of media outlets owned by a right leaning organization.
20:10 February 26, 2011 by bartschaff

I am not sure I follow you. When you say "liberals", do you mean it economically? Because if so, then they are usually in the right side of the political spectrum. I also find it's often hard to distiguish neo-cons from conservatives in practice and both obviously are typically right wing as well.

I agree with you on the "national defense" question. Naturally what happens is that the term in the US means not the defense of sovereignty, but of interests, especially the economical ones (implying defending their political influence too).
21:25 February 26, 2011 by frankiep
When I say liberal here, I mean it in the bastardized US definition which calls for more government "solutions" for real or perceived (or manufactured) problems. US liberals are economically on the left and for increased government involvement in social issues. On the other side are neo-cons who claim to be economically on the right but have no problems spending billions on "defense" and the military industrial complex. Just take a look at the big debate going on right now about the budget. The neo-cons (teabaggers included) are rightfully screaming about how the government needs to stop spending so much money....but don't you dare recommend cutting the unbelievably obscene military budget or you will be ostracized as an America-hating commie.
23:20 February 26, 2011 by derExDeutsche

Don't let the popularity of the few right wing outlets distract you from the facts, the Media is in general dominated by the left. Media Conglomerates like GE, Disney, etc. Run today's political agenda. These companies want to puch the left agenda. There is money in it for them.

And left is all to happy to gobble it all up! Well, drink up, Kooks!
01:27 February 27, 2011 by bartschaff
@ frankiep

Sure, although I associate liberalism more strongly with things like civil rights protection than with 'bigger government', I guess we're on the same page on that (maybe with the exception that I'd say liberals in US are center, not left, but that's not worth discussing now). Conservatives and neo-cons are certainly right wing - also the high spending in the military fits with that.

Now, back to the original point: media in the US is not controlled by liberals. Again, by no means Fox is in the left and it alone has some 20% of the TV viewers (more examples in the LiberalGuy's post above). The fact that liberals are being given attention doesn't mean at all they're being supported. As you said, there's a big discussion right now, so the opposing sides are gonna both receive attention, but that doesn't guarantee support to any of them. I'm not watching that much American TV right now here in Germany, but I'm sure that the popular (and not so few) right-wing broadcasters are still following (some more, some less stealthily) the right-wing, conservative agenda.
05:42 February 27, 2011 by derExDeutsche
some screwy stuff happens to my thoughts/writings by the time they get typed out on thelocal. I appologize;)

if you think that the current media is 'too right wing', if you're contemplating if cnn is so right wing that you wonder if its even, 'middle of the road'? Your ideas are obsolete.
09:12 February 27, 2011 by LiberalGuy

If your refrence to media is every tv, newspaper, movie outlet then NBC and Disney do have a large stake (not excessively more than News Corp) but if you are refering to news media, then News Corp has a larger stake than NBC, Disney/ABC, Time Warner. Your argument is redundant. I hardly see ESPN (owned by Disney) pushing a left wing agenda. You always come on here and sprout your hatered over muslim intergration (i'm still waiting for your muslim socialist takeover of a european nation) You are so paranoid that you should seriously seek professional help. For someone who doesn;t even live in Germany anymore you should really educate yourself on the issues instead of sprouting the nonsense that you do. If all you can do spread hatred and paranoia through your conspiracy theories then German is better off without you.
11:19 February 27, 2011 by narfmaster
It is a well known fact that News Corp has an agenda, acquires more media outlets every year, and that their "news" is merely a constant repetition of lies to influence the public. These guys push the right only because they are most likely to be anti-tax, and when they think the Republicans will fail them, they invent the Tea Party to bite at their heels. It is in fact impressive how well they control people. The fact that we are discussing their actions on a site focused on Germany is telling. It should be noted that they own Sky as well, which is gaining popularity in Germany for its sports programming. You can be sure that when it is popular enough, they will start to offer some form of propaganda in German touted as "news".

The "left wing" news is an invention of these people. That phrase was hardly ever used before Fox News. News was just news. The same is true with the phrase "liberal". How many times have I heard people use the term "dirty liberal"? A couple of years ago, you never heard liberal without "dirty" said before it. They've changed the definition of what liberal even means, made it a dirty word. That's how much psychological power these guys have. They are actually changing the definitions of words by using them incorrectly over and over again until regular people on the street use it in the same manner.

Even the points put here by DerExDeutsch are lies spread by News Corp. Obama didn't win on merit and issues????? Before becoming a politician, the guy devoted his life to helping the poor by being a community organizer. That's like saying the guy is Jesus. As far as issues, he was voted in to roll back many of the Bush policies which had gone too far even for the conservatives. The reality is the guy was only elected on merit and issues. To believe otherwise is just that: belief. But it is a lot easier to believe a lie if it is told to you over and over and over again on Fox News, The Weekly Standard, The Wall Street Journal, The New York Post, The Daily (iPad only newspaper), Barron's, Marketwatch, Far Eastern Economic Review, Financial News, etc., etc.:


The point is that the standard news outlets are all being taken over by one dishonest source. If you want to really know what's going on, you can't rely on what these guys tell you. You have to get the information in some other way and honestly weigh what the other side is saying, even if you don't initially agree with them.
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