Cool Deutschland

ANTHONY HARVEY/GETTY IMAGES

SCHIFFER: From Prussia with love

First came "cool Britannia," Tony Blair's late-'90s attempt to sex up the U.K.'s image. Now Germany is rebranding itself for the British audience. A study by the London branch of the Goethe Institute, which promotes Germany abroad, exposed the U.K.'s lack of interest in the country's people, language and culture. So the Institute launched a publicity campaign, targeted at British students, teachers and cultural bodies, which will fill mailboxes with postcards featuring übermodel Claudia Schiffer and the slogan learn German, and look good.

There's a serious side to this, says the Institute's Klaus Krischok: "There are...

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