Change search
ReferencesLink to record
Permanent link

Direct link
Baby-blue “bullet-proof” satin bras: the excursion into the Soviet consumer realities
University of Gloucestershire, UK.
2009 (English)In: Advances in Consumer Research, ISSN 0098-9258, Vol. 36, 384-390 p.Article in journal (Refereed) Published
Abstract [en]

Soviet consumer culture is a debatable phenomenon. The particular consumer manifestations and a functioning but limited advertising vouch for its existence. This paper argues that in addition, the gradual strengthening of the Soviet consumer culture was evident in changing norms and attitudes—a phenomenon that eventually led to the collapse of the socialist system. These changes were reflected in the visual and verbal gestalt of the advertisements. Concentrating on women’s underwear, a controversial item, the paper analyzes four advertising posters employing visual iconographic approach proposed by Panofsky and interpreted by Leeuwen (2001). In addition to being the trade propaganda, Soviet advertising also played the political role, although it became more subtle with the progression of history. The paper demonstrates the changes in advertising values from functional to symbolic and argues that these developments can be explained by internal historical factors as well as by macro-historical changes.

Place, publisher, year, edition, pages
2009. Vol. 36, 384-390 p.
National Category
Business Administration
Research subject
Business Administration
URN: urn:nbn:se:su:diva-59424OAI: diva2:427184
Available from: 2011-06-27 Created: 2011-06-27 Last updated: 2011-06-28Bibliographically approved

Open Access in DiVA

No full text

Search in DiVA

By author/editor
Tolstikova, Natalia
In the same journal
Advances in Consumer Research
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 104 hits
ReferencesLink to record
Permanent link

Direct link