Vorsprung durch Technik

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Vorsprung durch Technik (German pronunciation: [ˈfoːɐ̯ʃpʁʊŋ dʊɐ̯ç ˈtɛçnɪk]) is a German language phrase and the main advertising slogan and company ethos for the German car maker Audi. It has been used in Audi advertising campaigns all over the world,[1] except in the United States where the slogan "Truth in Engineering" is used.[2]

It was first used in English-language advertising after Sir John Hegarty of the Bartle Bogle Hegarty advertising agency visited the Audi factory in 1982.[3] In the original British television commercials, the phrase was voiced by Geoffrey Palmer.[3]

In the mid-1990s, Audi repositioned itself as the premium brand within the Volkswagen family.

Translation[edit]

There are different translations of the phrase. The online dictionary LEO translates Vorsprung as 'advance' or 'lead' as in 'distance, amount by which someone is ahead in a competition'.[4] Audi and one source from The Guardian translates it roughly as: "Advancement through technology".[5][6] Another source in The Guardian translates it as "progress through technology".[3]

In popular culture[edit]

After its repeated use in advertising campaigns, the phrase found its way into popular culture:

References[edit]

  1. ^ One of the famous commercials advertising Audi's four-wheel drive abilities
  2. ^ "Super Bowl 2014 Commercial" (where the phrase "Truth in Engineering" is used rather than the world-wide, well known "Vorsprung durch Technik"). 
  3. ^ a b c Rice-Oxley, Mark; Topham, Laurence; Alsaker, Ole (18 September 2012). "Vorsprung durch Technik: how a catchphrase was coined – video". The Guardian. Retrieved 16 May 2013. 
  4. ^ "LEO Eng-Deu v2.0". dict.leo.org. Retrieved 2016-04-11. 
  5. ^ "Audi Canada > Experience Audi > Audi History > Vorsprung durch Technik". Audi Canada web presence. AUDI AG. Archived from the original on 2011-03-25. Retrieved 2016-04-11. Loosely translated, "Vorsprung durch Technik" means “Advancement through Technology” 
  6. ^ Sweney, Mark (22 January 2010). "Audi wins seven-year battle over 'Vorsprung durch Technik' trademark". The Guardian. Retrieved 28 September 2015. using a German slogan that roughly translates as "advancement through technology" 
  7. ^ Official U2 Website - Zooropa Lyrics
  8. ^ http://www.discogs.com/artist/15112-VDT?filter_anv=1&anv=Vorsprung+Durch+Techno

External links[edit]