Advertising and the Birth of Post-Communist Romania (1989–1991)

Abstract

A new historical period began in Romania after the events of December 1989 and foreign capital, with all its advertising arsenal, penetrated the Romanian economy despite the reluctance showed by the regime installed in Bucharest. Both the press itself and press advertising experience a radical metamorphosis, shifting overnight to a new ideological register. Gradually, advertising becomes professional, it becomes a business and, at the same time, an intermediary in the penetration of new products into the consciousness of Romanians. The persuasive force of advertising shapes new aspirations and participates in the creation of a new mentality. Starting from Thomas S. Kuhn’s research dedicated to the “paradigm shift,” we can ascertain that Romania has undergone very important changes in a relatively short time. This was not only on account of advertising, but advertising contributed to the change of Romania through the power of the “seduction of the subconscious.