Question

Известно, что в годы нэпа поэт В. Маяковский писал стихотворные рекламные тексты: «Каждый, заботящийся о счастье своем, покупай немедленно выигрышный заем», «Беги со всех ног покупать «Огонек», «не хотим читать ни молитвенники, ни требники – в Госиздате купим настоящие учебники!», «Извещаем вас – лучший выбор ветчин и колбас, нигде кроме как в Моссельпроме». Выскажите свое мнение о причинах нового расцвета искусства рекламы в период нэпа. Соберите материалы к мини – исследованию «Новая экономическая политика в зеркале рекламы».

Answer 1

Это, действительно, был расцвет нового искусства рекламы. Была установка доносить до широких масс в стихотворной форме, где и что следует покупать, как и чем пользоваться, что носить и т.д. Это было нормой того времени.

Производители, дававшие рекламу при нэпе:

1)      Резинотрест

2)      Мозер

3)      ГостТабачная фабрика

4)      Моссельпром

5)      Главхладпром и др.

Answer 2

The Rise of Advertising during the NEP Period

During the New Economic Policy (NEP) period in Soviet Russia, which lasted from 1921 to 1928, there was a notable increase in the use of advertising as a means of promoting products and services. This period marked a departure from the strict state control over the economy that characterized the earlier years of the Soviet Union. The NEP allowed for limited private enterprise and market-oriented reforms, which created new opportunities for businesses to advertise their goods and attract customers.

1. Economic Reforms and Increased Competition

One of the main reasons for the rise of advertising during the NEP period was the introduction of economic reforms that encouraged competition and entrepreneurship. The NEP allowed for the establishment of small private businesses, known as "NEPmen," who were free to produce and sell goods in the market. This led to increased competition among businesses, and advertising became a crucial tool for attracting customers and promoting products.

2. Expansion of Consumer Goods Market

Another factor that contributed to the growth of advertising during the NEP period was the expansion of the consumer goods market. The NEP brought about a shift in economic policy, with a greater emphasis on the production and consumption of consumer goods. This created a demand for advertising to inform and persuade consumers about the availability and benefits of various products. Advertisements were used to highlight the features and advantages of different brands, enticing consumers to make purchases.

3. Influence of Western Advertising Practices

The NEP period also saw an influx of Western ideas and influences, including advertising practices. Western advertising techniques, such as catchy slogans, persuasive language, and eye-catching visuals, began to be adopted by Soviet advertisers. This was partly due to the increased contact and exchange with Western countries during the NEP period. The influence of Western advertising can be seen in the examples you provided, where the poet Vladimir Mayakovsky used poetic and persuasive language to promote various products.

4. Cultural Shift and Emphasis on Consumerism

The NEP period marked a cultural shift in Soviet society, with a greater emphasis on consumerism and individual desires. The government's relaxation of control over the economy allowed for the emergence of a consumer-oriented society, where people were encouraged to pursue their own happiness and material well-being. Advertising played a crucial role in shaping this consumerist culture by creating desires and aspirations among the population. Advertisements presented products as symbols of modernity, progress, and personal success, appealing to people's aspirations for a better life.

Conclusion

In conclusion, the rise of advertising during the NEP period can be attributed to several factors, including economic reforms that encouraged competition, the expansion of the consumer goods market, the influence of Western advertising practices, and the cultural shift towards consumerism. These factors created a fertile ground for the growth of advertising as a means of promoting products and services in Soviet Russia during the NEP period.

Note: The sources used for this response are and