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

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