In this article of Ostlund one finds the characteristics of publicity in Russia during the Sixties and Seventies. Large changes and developments took place for this period. The transition was carried out automatically thanks to the progressive opening of the Russian market towards the Western markets.
According to the author one of the communist countries richest in the world – the USSR, carried out the need for the publicity of mass to maintain its economic growth. The question which it tries to answer is the following one: Why the attitude of the communist State towards publicity changed for this period but also which were the factors which influenced this transition?
The author shows us all the stages by which publicity passed to arrive in its state at the end of the twentieth century. He bases himself on a comparison between the western world (the United States) and that of the Soviet Union.
To understand the argument of the article, one must start with an analysis of the communist system. The specific characteristics of communism in the Soviet Union will be taken into account along with the planning of the state's economy.
The Soviet Union was proclaimed in 1922 and in 1923 the Communist Party of the Soviet Union officially became the only legal party. The social order was formed around the principles of the doctrine of communism. It was a social organization without a state, based on common ownership of means of production. Communist society was seen as the ideal society – a classless or property.
Everyone had the opportunity to meet their needs, neither more nor less. The competition did not exist and therefore all that was produced was sold on the market. So there was no need to do any type of marketing or advertising. The volume of production was based on the needs of the Russian country.
Tags: formation of the Soviet Union, the Soviet Union and Communism, publicity of Russia
[...] Therefore the internal Russian market was filled with Soviet goods. New technologies from West had little chance to enter this huge market. This is a defensive characteristics of the communist economy - you had all the productive capacities that were used by Russian As for foreign producers, they had plenty of disadvantages when they decided to place an advertisement in a newspaper or to be known through an advertising agency in Russia. First, there were no statistics or studies that could show the efficiency of advertising. [...]
[...] The knowledge and skills of people responsible for advertising and marketing were not neglected. For this reason many Russian delegations were attending international conferences. The USSR wanted to have well trained cadres who could compete with their European counterparts. Russian universities have established courses closely related to well prepare marketing executives. There was a strong motivation so that they be the world's best in each field. They wanted to show their superiority and had the power of the communist system. [...]
[...] The sphere of legality of the pub was a sector that had experienced several changes. This was the result of government decisions that had decided to offer more choices in terms of products to consumers. The Soviet Union wanted to show that еlle had productive capacity and technology to improve the lives of its people's product lines that have increased and factories began to put their names on products. It was the beginning of differentiation and this gave a huge push in advertising. [...]
[...] it was $ 22 billion, representing almost 400 times more. In the Soviet Union there were 72 advertising agencies with 7,000 employees while U.S. agencies employed 68,000 people. One can mention here a specific Russian agency. Its existence shows that the country was not fully folded by itself. The agency was named "Vneshtorgreklama." It was responsible for two very important activities. It brought into contact the foreign producers who wanted to sell their products in the Soviet Union with Russian advertising agencies, but also it helped Russian exporters. [...]
[...] The ethics of Soviet Union was proclaimed in 1922 and in 1923 the Communist Party of the Soviet Union officially became the sole legal party. Social order was formed around the principles of the doctrine of communism. That was a social organization without a state, based on common ownership of means of production. Communist society was seen as the ideal society - without classes or property . Everyone has VAIT the possibility of satisfying their needs, nothing more and nothing less. Competition does not exist and therefore has all that had happened, was sold on the market. [...]
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