Consumption and Advertising in Eastern Europe and Russia in the Twentieth Century

Description

This book explores Eastern European consumer cultures in the twentieth century, taking a comparative perspective and conceptualizing the peculiarities of consumption in the region. Contributions cover lifestyles and marketing strategies in imperial contexts in the late nineteenth and early twentieth centuries; urban consumer cultures in the Interwar Period; and consumer and advertising cultures in the Soviet Union and its satellite republics. It traces the development of marketing throughout the century, and the changes in society brought about by democratization and the 'Americanization' of consumption. Taken together, the essays gathered here make a valuable contribution to our understanding of consumption and advertising in the region.    Preface About This Book Contents Notes on Contributors Abbreviations List of Figures Introduction Consuming and Advertising in Eastern Europe and Russia in the Twentieth Century: Introductory Remarks Entanglements and Overlaps of Modernities Consumerism, Consumer Societies and Advertising as Representations of Lifestyles of Modernity Consumption, Consumerism and Advertisements in Eastern Europe State of Research on Consumption and Advertising in Eastern Europe Focal Perspectives and Structure Notes References Rise of Modern Consumption and Advertising before World War II Handmade by Peasants for Metropolitan Consumers: Textiles, Social Entrepreneurship, and the Austro-Hungarian Countryside The Countryside and Modern Luxury Consumer Culture Establishing the Social Business of the Rural Home Industry Marketing Rural Textiles as Fashion Conclusion References German Advertisements in the Late Russian Empire as a Reflection of Consumer Policies, Culture, and Communication Consumer Policy Consumer Culture Communications and Effects on Lifestyle via Advertising Conclusion Notes References The Role(s) of the Czechoslovak New Woman as a Consumer: The Case of the Women’s Magazine Eva (1928–1938) The Situation of (the New) Women in the First Czechoslovak Republic The women’s Magazine Eva and the New Womanhood The Various Facets of Gendered Consumerism in Eva “What Adorns a Beautiful Woman”: Fashion & Beauty “Women, Motorize!”: Mobility & Traveling Conclusion Notes References “Soviet Style” of Advertising and Consumption Fur Trade in Turmoil: Pelt Commodification in Leipzig from Fin de Siècle to Sovietization Turning Fetish into Fashion From Isolation to Cooperation At the Turning Point Expropriation and Destruction No Place for Fetishism Conclusion Notes Bibliography Early Soviet Consumption as a First “Battle” on the Cultural Front A First Cultural “Battle” Chocolate and Furs as Objects of Ideological Criticism and Social Belonging From Public Discreditation to State Promotion Instead a Conclusion: The End of the Early Soviet Cultural Battle? Notes References “They Even Gave Us Pork Cutlets for Breakfast”: Foreign Tourists and Eating-Out Practices in Socialist Romania During the 1960s and the 1980s Developing International Tourism in the 1960s Tourism and Food Policies Food and Consumption Practices in Restaurants Conclusion Notes References Transformations in Socialist Consumer Cultures and Advertisements Socialism Without Future: Consumption as a Marker of Growing Social Difference in 1980s Hungary Negotiating the Market Within the Plan Societal Tensions Conclusion Notes References Eesti Reklaamfilm as a Jack-of-All-Trades: On the Untold Opportunities of a Late Soviet Advertising Bureau Research Methodology The Raison D'être of Advertising in the Soviet Union ERF in the Framework of the Soviet Advertising Structure The Service Portfolio of ERF Between Commercial Promotion and Propaganda: The Example of Car Races A Matter of Perspective? Small ERF in Big Business Conclusion Notes References Tobacco Product Design, Marketing, and Smoking in the USSR Theories of Tobacco Dependency Soviet Tobacco’s Product Design Soviet Tobacco Supply Soviet Tobacco Marketing Conclusion References Concluding Comment Consuming and Advertising in Eastern Europe: Concluding Commentary and Research Perspectives Transformations of Consuming and Advertising in Eastern Europe—A Short Outline Soviet Consumption, the “Political” and Media Coverage Research Perspectives for the History of Consumption in Eastern Europe References People Index Geographical Index Subject Index