Excursion to Advertising in Russia

Today the advertising in Russia is going through not the best times it could have. And not always it was so. I’d propose to go deeper in detail and look through the craft of advertising in Russia.

 

The Age of Prosperity

In the end of the XIX^th – the beginning of the XX^th centuries the advertising in the Russian Empire had been developing in a pretty good manner. The live witnesses of that time are still available: contemporary old billboards and posters are extant today. So, let’s look at them to avoid mere words.

Pic. 1

The main idea of this ad poster is depicted in such manner, that it is evident even for a villein – there is nothing better than rubbers. As you see, there is a special stress on the evidence of the situation. In fact, the effectiveness of this ad lays in its obviousness, so far as villeins hardly could read then. Therefore, the social status of the target audience was much higher. So while one is at it, and even for the villein it’s clear that nothing can be better than rubbers, well, how clear it has to be for people, who are out of the top drawer?

Pic. 2

On this advertisement the high quality is coming to the front. It’s visually witnessed by people, who stay there and are not afraid of getting their foots wet. Surely, it’s the certainty of the product owners is the key factor, inspiring prospective customers to buy the product.

Pic 3

One of the most favorite methods of tobacco advertising: a certain successful leader, who has chosen that exact producer. The idea: «this man is really a good judge, and he seems very unlikely to do a mistake, so, perhaps, I’ll buy this tobacco».

Pic. 4

In this tobacco advertisement the model of an experienced person is used as well to attract the attention of customers. Just look at the face of the old woman. It radiates blissful happiness. And now look at the old man’s face, who is smiling slyly, being proud of his acquisition. Both these characters inspire with confidence, that there is no place for a mistake… even because the old woman just wouldn’t look so glad, in case there were an off-grade product. Well, if to speak about the old man… such a man – especially with such a smile – can’t but buy really worth thing.

Pic. 5

Pic. 6

Pic. 7

These 3 pictures are examples of the display advertising in the late XIX – early XX centuries. It’s to note – they are very noticeable. Except the main text, which is done in the close shot, there are the informational blocks alongside, which inform about the quality of the product and its competitive advantages.

 

The Age of the Strict Censorship

After the October Revolution in Russia, everything was to be collectivized. All the notions about the private ownership and private enterprise ceased to exist. Since I. Stalin came to power, the strict censorship blossomed in the country. Everything went under the control of the censorship. The business concurrence disappeared, and the advertising became irrelevant as a trade engine. So, the advertising posters turned into pieces of information. Let’s study the posters in the thirties of the XX century.

Pic. 8

On this example, we see one rather big letter, which symbolizes a man, carrying the plate with the chicken broth. In the matter of fact, there is no idea, so then, it’d be great if only the stretched smile on the face of this pallid man inspired to buy something… Pastel colors are more than just restrained.

Pic. 9

There are other interest stimulators on this ad, notably the words «It’s aromatic, delicious for tea». I guess you’ll appreciate the effectiveness of this poster all by yourself.

Pic. 10

Well, this example is not only unattractive, but most likely to be repulsive for a prospective customer.

Pic. 11

So, as you see there is the place for some exceptions from the general line. This poster can already be named an advertisement in the full sense of this word: we can see emotional face of the boy, as well as shouting and attractive slogans – even if in the other context, but let it be.

Advertising in the early USSR was mostly done in the agitation manner; it often represented daring color solutions with dominating red, as the symbol of communism.

 

It’s was also very often possible to find brusque geometrical lines on soviet posters. Human images were depicted either in a too symbolic manner (like in the example with the man, painted in the form of the letter) or in a too drawn manner (like in the example of the yellow poster). That is – there was the lack of the vital power in those images.

 

The Postwar Period and the Thaw Era of Khrushchev

After the Second World War, the censorship was decreasing: it found its reflection on the posters of the late Stalin era. Stalin died in 1953, and the censorship reduced even more.

So, let’s look at the next 4 posters to feel the clear difference between these two periods. I’ll not be commenting them, but I just put their issue dates.

Pic 12

 1937

Pic 13

1952

Pic 14

1936

Pic 15

1952

Then I’d like to bring again some examples. Let me reserve in beforehand – there were more and more advertisements of high quality in the USSR since that period till the nineties, but while the concurrence was very weak in that time, the craft of advertising couldn’t unfold and blossom to its full power.

Pic 16

The young lady looks very happy of her choice. By the way, here the stress is made on big choice of goods – very rare phenomenon in the USSR, you know.

Pic 17

What’s very well showed here – the quality of the functioning. And even more – the difference is evidently demonstrated. Moreover, the vacuum cleaner looks realistic enough, and it brings to the picture more vitality.

About the real state of affairs in advertising in modern Russia I’ll, probably, tell in another article.