MAn can vividly imagine how the world’s best advertisers and PR people brooded over the new slogan for Baden-Württemberg. The previous “We can do everything. Except Standard German. ”Was already“ very, very good ”, precisely because of the two points that signaled determination. But today you need something that works internationally, like “hidden champions”. English? When Swabians speak English, it’s rather embarrassing, see Günther Oettinger. But isn’t it already a cult? What would Markus Söder do? At that moment, an advertiser will have jumped up from the sitting ball and shouted: “Got it: The Länd!”. This would address rural areas as well as global markets.
The reactions were mixed. That also had to do with the fact that the real Söder showed at the same time in the immediate vicinity how to do it. The Bavarian Prime Minister is also looking for a new slogan for himself and his country, because the previous one, “Laptop and Lederhose”, is getting on in years. Söder is not afraid to orient himself towards the greatest philosophers in the world. His “Motivation and Inspiration” as well as his “Humanity and Order” are very reminiscent of the linguistic systematics of the Habermas titles “Facticity and Validity” and “Knowledge and Interest”, not to mention Foucault’s “Sexuality and Truth”.
Timing and tuning, tying and bundling
In Söder’s “We all have to get away from the ego first”, Peter Sloterdijk’s “You have to change your life” seems unmistakable. Söder is of course even closer to the history of comics and films than to philosophy. When he recently described Bavaria as a “Gallic village”, the hearts of Asterix fans beat faster. Söder’s latest “narrative”, Bavaria as a “free south” must be read as a further development of Klaus Lemke’s cult film “Dirty South”. The juxtaposition of south and north should also be a tribute to “Game of Thrones”, an epic that the CSU boss has demonstrably received.
The means of alliteration is of course even more present in his rhetoric. Classics here are “caution, trust, responsibility” or “timing and tuning”. Most recently, Söder coined the phrase “binding and bundling”, with a variation of the classic “laptop and leather pants” being experimented with in the CSU headquarters. Hot candidate: “Lapdance and Lederhose” – that would put not only the Free State, but also the Lederhose in a whole new light.
Söder loves playing with the language. “The breathing opening matrix”, he once said, is “based on dates, not dates”. Or: “The Groko has to give big answers and not small ones, otherwise it would be a Kleinko.” Perhaps his most important resource is rhyme. Pumuckl already knew that everything that rhymes is good. It ended up in a republic that at least produced artists like Matthias Reim, but has since been forgotten. Söder always opposed this with force: “Clean-Tech instead of roll-back”, “Profile with style”, “For a Europe that benefits and protects”. This Saturday in his hometown of Nuremberg he can now reap the fruits of his labor: In the revival of “Wetten, dass …?” A band is celebrating its comeback whose name sounds like a rhyme scheme for a reason: ABBA!
Rhyme, like alliteration, by the way, has another advantage: it forces the speaker to adhere to certain forms. Sometimes reality has to bend to this. Armin Laschet should also keep this in mind if he wants to figure out the rhetoric from the dirty south. It may well be that the CSU man Alexander Dobrindt said after the failed election that it was due to “course, campaign, candidate”. The fact that he mentioned the latter, however, has no substantive reasons, has nothing to do with styli, but was solely due to alliteration.