werbliche

Werbliche is a German adjective derived from werben, meaning to advertise, with the suffix -lich, yielding the sense of “pertaining to advertising.” It describes content, language, or media that is intended to promote a product, service, or idea. In marketing and media practice, werbliche elements include promotional texts, slogans, visuals, and campaigns. The term is commonly used with nouns such as Inhalte (content), Kommunikation (communication), or Botschaft (message) to indicate their promotional character: werbliche Inhalte, werbliche Kommunikation, werbliche Botschaft.

In journalism and broadcasting, the concept highlights the need to distinguish advertising from editorial content. Regulations in German-speaking countries require that promotional material be clearly labeled as Werbung or Anzeige, and terms like redaktionelle Werbung or sponsored content may be used to indicate paid material. The noun Werblichkeit denotes the overall promotional character of a text or media product.

Etymology: From the verb werben “to advertise” with the suffix -lich, forming an adjective that describes advertising-related aspects.

See also: Werbung, Werbebotschaft, Anzeige, redaktionelle Werbung, Pressekodex, Advertorial.