Methods and characteristics of commercial advertising in the socio-cultural context of the New Economic Policy (NEP)

Natalyja Shishova,D Rudoy,A Olshevskaya,N Ugrekhelidze

doi:10.1051/e3sconf/202127308082

Abstract

The publication analyzes the advertising practice in Soviet Russia (the Union of Soviet Socialist Republics) in the 1920s - during the period of the new economic policy. The reasons for the advertising renaissance during the NEP period are indicated, the leading of which are the refusal of the Bolshevik leadership from the policy of "war communism" and the restoration of exchange relations. The author's opinion is justified, according to which commercial advertising during the NEP was a synthesis of pre-Soviet methods and Soviet innovations, and the latter modified not only the style of advertising activities but also its goals and objectives, giving them a politicized character. The article considers and characterizes both the socio-cultural specifics of the NEP and its impact on commercial advertising in the RSFSR (USSR). Which were expressed in the creation of innovative advertising texts and visual images, ideologization and a certain militarization of the advertising language, etc.

Highlights

IntroductionThe issues of the development of commercial advertising in Soviet Russia (the Union of Soviet Socialist Republics) during the NEP period are not among those covered in detail and in detail in the scientific literature
The issues of the development of commercial advertising in Soviet Russia during the NEP period are not among those covered in detail and in detail in the scientific literature
Commercial advertising, which experienced a brief renaissance in the 1920s, differed from pre-Soviet advertising practices in several features that were generated by the sociocultural specifics of the NEP

Summary

Introduction

The issues of the development of commercial advertising in Soviet Russia (the Union of Soviet Socialist Republics) during the NEP period are not among those covered in detail and in detail in the scientific literature. Within the boundaries of the designated topic, there are many unfilled niches, such as the influence of pre-Soviet traditions and Soviet innovations on advertising activities, the construction of methods and characteristics of this activity under the influence of socio-cultural features of the NEP period, etc. These issues require further study and give such a topic as Soviet advertising during the NEP period a pronounced scientific and theoretical relevance.

Methods

Results

Discussion

Conclusion