Werner Gaede

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Werner Gaede (born December 11, 1926 in Hamburg ; † March 10, 2014 ) was a German non-fiction author and professor of text theory and design.

Life

After Gaede had studied journalism, German literature and theater studies at the Free University of Berlin from 1948 to 1954 and received his doctorate there on April 5, 1955 with the thesis The journalistic technique in the polemic of Gotthold Ephraim Lessing , he studied at the Academy of Graphics until 1956, Printing and Advertising Berlin.

Gaede then worked as a copywriter for the advertising department of Stern magazine and for the advertising agencies Lintas and McCann . He also wrote for the feature pages of various newspapers, for example about the dispute between Herman Kesten and Ludwig Friedrich Barthel at the 2nd International German-speaking Writers' Congress in Überlingen in October 1956. A few days later, after an encounter with Barthel he was looking for, he fundamentally revised his critical judgment on Ludwig Friedrich Barthel in this article in a second article.

Since 1966 he was a lecturer at the Academy for Graphics, Printing and Advertising Berlin and received a professorship for text theory and text design in the field of social and business communication at the UdK Berlin . The Art Directors Club Germany (ADC) made him an honorary member in 1997.

In 2002, Gaede presented in his book Deviation from the Norm - Encyclopedia of Creative Advertising, the thesis that creativity is always a rule violation that can be systematically derived and applied. Creative advertising, for example, deliberately breaks with the expectations of the public. Font, images, layouts, texts: the designer can achieve entertaining, surprising and astonishing effects everywhere if he does not implement his message correctly (i.e. conventionally), but breaks learned norms. The trade magazine Page described the 700-page book as the “ultimate standard work of advertising creativity”.

Works

  • The journalistic technique in Gotthold Ephraim Lessing's polemics. Berlin: Free University, Diss. April 5th 1955
  • From word to picture. Munich 1981. ISBN 3-7844-7293-1 .
  • Deviating from the norm - encyclopedia of creative advertising. Munich 2002. ISBN 3-7844-7416-0 .

Individual evidence

  1. ↑ Dr. Werner Gaede: Why were they silent before 1933? Comments on a writers' congress. Do writers have a right to play judges? In: Goslarsche Zeitung , November 17, 1956.
personal data
SURNAME Gaede, Werner
BRIEF DESCRIPTION German semiotic
DATE OF BIRTH December 11, 1926
PLACE OF BIRTH Hamburg
DATE OF DEATH March 10, 2014