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

摘要

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.