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Germany

German Advertising Innuendo To Sell Curvaceous Mountain Getaways

Who knew these were the reasons to visit the scenic Black Forest.

Exploring the Black Forest in southwestern Germany
Exploring the Black Forest in southwestern Germany
Nakissa Salavati

MUNICH — The claims are true, at least. Germany's Black Forest does indeed have tall mountains, moist valleys prone to fog, and plenty of trees. So the tourism association known as "Ferienland Schwarzwald" (Vacationland Black Forest) isn't promising too much when it states the facts in promotion campaigns.

But you know there's more to it when Martin Sonneborn, a German satirist and member of the European Parliament, reacts to a Black Forest ad in the Ryanair in-flight magazine by commenting on a social network, "Black Forest? Hot place!")

That breathless appreciation was a reaction to the tourism association's new campaign to promote the Black Forest communities of Schonach, Schönwald, Furtwangen, Sankt Georgen and Unterkirnach in southwestern Germany.

On the poster, next to the words "Big Mountains, Moist Valleys and Forest Aplenty" is the stylized outline of a naked woman wearing a Bollenhut — a traditional Black Forest ladies' hat with two pom-poms on top. The viewer is apparently also meant to register the placement of the words "Ferienland Schwarzwald" — between the lady’s legs.

Such a heavy dose of double entendre is so blatant it hasn't escaped the attention of Schwarzwalders themselves. "The ad doesn't fit in with our style," Südkurier newspaper quoted the head of Unterkirnach local government as saying. He added that the sort of people who vacation in the Black Forest have high standards and wouldn't appreciate the ad.

Meanwhile, Sonneborn's Facebook page was inundated with outraged commenters. One person opined that the ad was sexist and primitive. The "Ferienland Schwarzwald" association responded by saying provocation and advertising go together, and anyway, the poster was designed by a woman.

Unfortunately, that doesn't make it any better, aesthetically pleasing or imaginative. Then again, this is an area where local T-shirts also feature the hat-wearing lady in garters. And the unofficial hymn of the region refers to the Black Forest's "beautiful girls." The song dates back to the 19th century. The Schwarzwald doesn't seem to have advanced much since.

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Economy

Soft Power Or Sportwashing? What's Driving The Mega Saudi Image Makeover Play

Saudi Arabia suddenly now leads the world in golf, continues to attract top European soccer stars, and invests in culture and entertainment... Its "soft power" strategy is changing the kingdom's image through what critics bash as blatant "sportwashing."

Footballer Karim Benzema, in his Real Madrid kit

Karim Benzema during a football match at Santiago Bernabeu stadium on June 04, 2023, in Madrid, Spain.

Pierre Haski

-Analysis-

PARIS — A major announcement this week caused quite a stir in the world of professional golf. It wouldn't belong in the politics section were it not for the role played by Saudi Arabia. The three competing world circuits have announced their merger, putting an end to the "civil war" in the world of pro golf.

The Chairman of the new entity is Yassir Al-Rumayan, head of the Saudi Arabian Public Investment Fund. Add to this the fact that one of the major players in the world of golf is Donald Trump – three of the biggest tournaments are held on golf courses he owns – and it's easy to see what's at stake.

In the same week, we learned that two leading French footballers, Karim Benzema and N'Golo Kanté, were to join Saudi club Al-Ittihad, also owned by the Saudi sovereign wealth fund. The amount of the transfer is not known, but it is sure to be substantial. There, they will join other soccer stars such as Cristiano Ronaldo.

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