By Philip Hanson
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Extra info for Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia
It is largely an assertion that socialist advertising will avoid various evils ascribed to capitalist advertising, being superior in aim and (therefore) in method. The nearest thing to a summary of Soviet official policy in advertising seems to be contained in the recommendations of the 1957 Prague Conference of Advertising Workers of Socialist Countries. In a book published twelve years later, in 1969, these aims are still endorsed. 2 2 Elsewhere in the literature they continue to be alluded to, and in interviews with people in Soviet advertising their general drift was repeated to me by almost everyone I spoke to.
3. , city) level: I AD local trade administrations 2. Republic level: republic ministries of trade of (E) (C) Central Union of Consumer Co-operatives media administration other production ministries production enterprises and combines (D) Location of advertising organisations in the formal administrative structure of the Soviet economy 1. ;, Notes: 'National-level' bodies are generally subordinate to the USSR Council of Ministers, with much of their work planned by the State Planning Commission (USSR Gosplan), which is itself a state committee.
Source: interviews. 4 The Nature and Functions of Soviet Advertising Product-mix There are no systematic data avaible on the distribution of advertising between product groups in the Soviet Union, even for the major advertising organisations. But the main features are fairly clear. The advertising organisations see their work as concentrated on 'new and sufficient' goods, as was pointed out in chapter 2. 'Sufficient' means not in short supply (defitsitnyi). Defitsitnyi is a conventional term, thoroughly familiar to the population at large, denoting products for which demand exceeds supply at state retail prices.
Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia by Philip Hanson