The Americanization of Austria from a historical point of view and the power of the American image in Austrian advertisements

The paper explores the Americanization of Austria, detailing key historical events and the impact of U.S. influence through student exchange programs. It examines the pervasive power of American advertisements in shaping cultural perceptions, supported by a case study of a specific print advertisement. This analysis aims to deepen the understanding of how American culture has permeated Austrian society, highlighting both historical context and contemporary implications.