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Weimar SurfacesUrban Visual Culture in 1920s Germany$
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Janet Ward

Print publication date: 2001

Print ISBN-13: 9780520222984

Published to California Scholarship Online: March 2012

DOI: 10.1525/california/9780520222984.001.0001

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PRINTED FROM CALIFORNIA SCHOLARSHIP ONLINE (www.california.universitypressscholarship.com). (c) Copyright University of California Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CALSO for personal use.date: 17 May 2022

Electric Stimulations

Electric Stimulations

The Shock of the New Objectivity in Weimar Advertising

(p.92) 2 Electric Stimulations
Weimar Surfaces

Janet Ward

University of California Press

The advertising realm of the Weimar Republic of today offers a remarkable visual record of the reenchantment of modernity via apparently rational means. This chapter focuses on the shocks targeted at the psyche of the modern city-dweller by the new stimulants employed in Weimar advertising. It also covers the strategies involved in the displacement of the spectator's literal and psychological perception—a necessary process for any effective advertisement.

Keywords:   Weimar Republic, scientization, modernity, advertisements, post-WWI

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