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

This book explores Eastern European consumer cultures in the twentieth century, comparing lifestyles, marketing strategies, and the impact of democratization and Americanization. It provides valuable insights into consumption and advertising in the region.

Format: Hardback
Length: 302 pages
Publication date: 28 February 2023
Publisher: Springer International Publishing AG

This comprehensive book delves into the intricate tapestry of Eastern European consumer cultures throughout the twentieth century, adopting a comparative lens to unravel the unique characteristics of consumption in the region. Spanning a wide range of topics, the contributions explore the lifestyles and marketing strategies that emerged in imperial contexts during the late nineteenth and early twentieth centuries, as well as the vibrant urban consumer cultures that flourished during the Interwar Period. Furthermore, the book delves into the consumer and advertising cultures that emerged in the Soviet Union and its satellite republics, shedding light on the complex interplay between state control and individual expression. By tracing the evolution of marketing throughout the century, the book also uncovers the profound societal changes wrought by democratization and the Americanization of consumption. Collectively, the essays assembled herein offer a rich and invaluable contribution to our understanding of consumption and advertising in Eastern Europe, providing a deep and multifaceted perspective on this fascinating region's cultural and economic development.

Introduction:
In the aftermath of World War II, Eastern Europe underwent a profound transformation, marked by the collapse of imperial regimes, the emergence of new political systems, and the rapid spread of Western consumer culture. This period witnessed the emergence of a new generation of consumers who were eager to embrace the latest trends and products, but who were also shaped by the unique cultural and economic context of their region.
Lifestyle and Marketing Strategies:
The book explores the lifestyles and marketing strategies that emerged in imperial contexts during the late nineteenth and early twentieth centuries. It examines how the ruling elites sought to promote their own brands and products, often through the creation of luxury goods and services that were associated with power and prestige. It also explores how these strategies were adapted to the local context, with some products and services being tailored to the needs and preferences of the local population.
Urban Consumer Cultures:
The Interwar Period saw the emergence of urban consumer cultures that were influenced by the rapid industrialization and urbanization of Eastern Europe. The book examines how these cultures developed, with a particular focus on the role of advertising and consumerism in shaping public opinion and consumer behavior. It also explores how these cultures were affected by the political and economic instability of the period, with some consumer trends being suppressed or redirected by the state.
Consumer and Advertising Cultures in the Soviet Union:
The Soviet Union and its satellite republics were characterized by state control over the economy and the media, which had a significant impact on consumer and advertising cultures. The book examines how the state used advertising to promote its own brands and products, as well as to control public opinion and promote social stability. It also explores how individual consumers responded to these controls, with some seeking to circumvent them through the black market or by engaging in subversive forms of consumerism.
Conclusion:
In conclusion, this book provides a comprehensive and insightful exploration of Eastern European consumer cultures throughout the twentieth century. It sheds light on the complex interplay between state control, individual expression, and consumer behavior, and offers valuable insights into the development of marketing and advertising in the region. By examining the unique characteristics of consumption in Eastern Europe, this book contributes to our understanding of consumer cultures more broadly, and helps us to better appreciate the diversity and complexity of the world we live in.

Weight: 549g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031202032
Edition number: 1st ed. 2023