Home – Home – Jornals – Humanitarian sciences in Siberia 2020 number

The paper analyzes the advertising consumer goods in the first half of the 1950s aimed to reconstruct the presented standards of material consumption and identify regional specifics of the advertising discourse. Posters and nine periodicals published in various regions of the RSFSR (magazines, central, regional, and municipal newspapers) are research sources. To achieve the study objective, the authors used qualitative analysis methods that allow to identify the features of text and visual presentation of advertising stories. It reveals that activation of the advertising discourse in the early 1950s, manifested in the expansion of the range of advertised products and active appeal to marketing rhetoric, was synchronous with the price reductions carried out in the country. Advertising implemented an informative function (introducing new products to citizens), stimulated consumer purchasing activity (through positive visualization of material consumption images, appealing to marketing rhetoric), as well as performed a propaganda task declaring the idea that the difficulties of the post-war recovery were left behind. Advertising in the first half of the 1950s formed a fairly high standard of material consumption focused on the urban society representatives. The increasing volume and changing emphasis in Soviet consumer advertising in the early 1950s (synchronous with the ongoing decline in retail prices) indicates significant economic results of the recovery period, and the adjustment of social regulation mechanisms and the weakening of the “mobilization” regime in the country. In the first half of the 1950s there was demarginalization of consumption sectors, indicated by the course to form the Soviet consumers, without limiting their inquiries to the narrow range of things necessary for life, but seeking to satisfy a wide variety of needs.