The first television advertisement in the USSR. What kind of advertising was in the USSR. "Baikal", commercial

Advertising in Russia began its development after changes in the political and economic life of the country. In the 60s, after the increase in the economic potential of the USSR, the individual consumption of the population increased, the demand for high-quality products increased, which required a change in the attitude towards advertising.

Prior to this, television was integrated into the country's governing system, into the party governing system, and performed important ideological functions. This was the main purpose of television.

The very first advertisement in the USSR came out in 1964. It was a corn ad. Her video was more like a small movie with elements of a "musical". In those days, all goods were produced of the same type, and this can of corn was also not marked in any way.

The development of advertising can be considered from the moment of the First All-Union Sort-Competition of commercials. It was held in 1984, and already in 1987 the second review - competition took place. After them, the country was able to "raise the bar" of Soviet professional advertisers. As a result of 1985, when political glasnost was proclaimed in the USSR, transformations took place in the media, including on television. It becomes not only the main means of information, but also a means of advertising.

The first Soviet commercials were aimed at promoting exclusively domestic goods, such as the Volga car, the Moscow fan plant Moven, etc. In such videos, as a rule, there was no advertising idea. For example, a television advertisement for a fan factory consisted of actors singing and dancing on the street, and already from the text it was possible to determine what they were singing about fans.

For TV viewers of that time, advertising was a kind of small entertainment video and was not perceived as intrusive. Even in the early days of television advertising in the newspaper, the time of a particular advertisement was printed under the heading of the program guide. The duration of an advertising video sometimes reached 10 minutes.

In 1991, 99 percent of our TV ads were directed to wholesalers. When concluding trade deals with each other, the "new Russians" talked to each other through the TV screen, thus showing an open disregard for the interests of the overwhelming majority of TV viewers sitting at the same screen. In 1992, domestic advertising of the so-called "goods popular consumption", but she was also defiantly addressed to" her friends. "

At the beginning of its existence, our television advertising not only did not fulfill the function of a social stabilizer, which was assigned to it, but vice versa. Grossly violating two sacred commandments of the advertiser - "the informant must identify his interests with the interests" ordinary people"and" the advertising message should not be aggressive "- it brought additional destabilization to society. Only after perestroika the face of advertising in our country began to acquire more distinct features, however, unprincipled commercials continued to exist on television.

The second stage in the development of television advertising is advertising as an art. This stage falls on the period from 1992 to 2000, when directors do not strive to sell goods, but to show the viewer a beautiful advertisement. At the same time, they try to "keep up" with the then famous advertisers of the West.

An example is a series of bank commercials. Famous actors, chic costumes, phrases that were later sold into quotes - all this is in the bank's advertising. However, the advertising video completely lacks any information about the bank itself, and it is not associated with its type of activity in any way. She was remembered by the audience due to bright images actors. They loved her for the plot completeness of individual parts, for the game twist characteristic of the anecdote, as well as for the "shock lines" of the actors.

In the late nineties, Russian TV viewers saw perhaps the first real public service advertisement, which was not just a poster with an appeal, but created the feeling of watching a whole film. The public service advertisements took from 2 to 3 minutes, their favorite actors and unpretentious genre scenes were involved, which, truly, reached the hearts of the audience.

The third stage in the development of television advertising in our country is advertising as an engine of trade. At the beginning of the 21st century, dramatic changes are taking place in the development of television advertising. More and more often, commercials appear on TV screens that offer goods, and do not show only the skill of the director. Brighter and brighter are used. original ideas advertisements that created and supported the image of the advertised products. Now, in Russian advertising, a product is presented under a certain brand, thereby distinguishing itself from the multitude with its name and not only. All this is created in order for the goods to be bought. For the first time, they begin to use graphics in a video, drawn heroes and symbols of goods appear in advertisements.

In 2001, a series of commercials “Rondo” was released, the slogan of which was “Fresh breath refreshes understanding”. The video reflected the idea of ​​the product, was presented in a humorous form, which was a novelty for the Russian TV audience, and immediately attracted the attention of consumers. A good slogan should also be noted, which fully matched the positioning of the product as a gummy for a pleasant smell from the mouth, and besides, it was easy to remember, which ensured the completion of the creation of its image for the product.

Along with the advertisement for "Rondo" in 2002, a series of commercials for tea "Beseda" was released. For the first time, a drawn character appears in Russian advertising, a symbol of the product with which this tea is still associated. The director managed to convey all the warmth received when using the product, and, consequently, to create his own distinctive image of the product. Home, comfort, family, these are the associations that the viewer has when watching this video. Simultaneously with the "Conversation" TV commercials of the tea "Princess Nuri", "May tea" and others are shown, but they all pass by the viewer, since their advertising is not remarkable for anything remarkable. Year after year, Russian advertising is gradually displacing foreign videos from the channels. Our domestic advertising is becoming much better, more thoughtful in its essence than those that were in the late 90s, early 21st century. We can say that the development of television advertising in our country is not slowing down. The number of creative, talented advertisers who are able to compete with foreign colleagues in the field of advertising is growing.

In Russian culture of the beginning of the 20th century, according to M. Mayatsky, the "Visual paradigm" is taking shape, which is presented in the ideas of V. Solovyov and L. Shestov on the opposition of rational knowledge and revelation as a transformed vision, in the ontological interpretation of visuality by S. Frank, in the teaching on the reverse perspective of P. Florensky's “cathedral vision”. This is primarily due to the dominant position of vision in the “hierarchy” of feelings, since information coming through vision is not reduced to color and light, even to forms, a sense of distance, density. It includes procedures for recognition, classification, interpretation. .Sight perception is most receptive to humans.

Read iron books!
Under the flute of a gilded letter
smoked whitefish will climb
and golden-haired swedes.

And if the gaiety of the dog
will whirl the constellations "Maggi" -
funeral bureau
their sarcophagi will be held.

Written by Vladimir Mayakovsky in 1913. This is how he described the street landscape of pre-revolutionary Russia. The October Revolution, which took place four years later, radically changed the state of affairs. The state took control of all spheres of private and public life. Especially the area of ​​trade, and hence advertising. Actually, one of the first decrees of the newborn Soviet power, issued already in November 1917, was called "On the state monopoly on announcements." The state reserved the exclusive right to use bulletin boards, advertising stands and newspaper pages. So advertising turned into propaganda. Private trade was soon banned. It was assumed that the food minimum for urban residents will be provided by ration cards.

But despite the prohibitions, market trade continued to flourish even during the years of War Communism. Moscow remained a trading city. In the squares there were shouts of barkers; what can be called folklore oral advertising. Here and there one could hear the shouts of the makhorka merchant:

"Drezina" and "Cossack" - smoke them from full and on an empty stomach!

Kremenchug "Samokat" can be smoked, rented ...

Here's a piece of paper - roll it up for trial ...

And here is a fly swatter, the strongest!

One smokes, and seven on the ground faint.

The posters "Windows of the ROSTA satire" became a kind of life in the 1920s, the authors of which directly responded to the political events of the era. The creative tandem of Mayakovsky and the artist Mikhail Cheremnykh worked on "ROSTA Windows". It is symbolic that these posters were located in the windows of out-of-service shops: political advertising has clearly replaced food advertising.

"Windows of ROSTA satire"

But already in 1921, the NEP was introduced, which led to a real flourishing of private trade. The streets of the cities were filled with a growing tribe of street peddlers, they traded in everything: tobacco, apples, soap ...

They chanted in chant:

Get the people down
Cigarettes first grade!
Cigarettes "Delhi" -
Smoke for two weeks.

Or the famous:

Carry rubles
Buy bagels.

Subsequently included in the lines of the song of Leonid Utesov.

The same Mayakovsky in the play "The Bedbug" gives a vivid sketch of the NEP streets.

Doll Carrier:
Dancing people
from ballet studios.
Best Toy
in the garden and at home,
dancing as directed
the People's Commissar himself!

Apple Carrier:
Pineapples!
no…
Bananas!
no…
Antonovskie apples 4 pieces 15 kopecks.
Order, citizen!

Contemporaries recall how the seller of dry goods shouted: "A shop without a roof, an owner without a clerk, prices without asking." “Buy soap - wash your snout! The skin will peel off - the dirt will remain, ”- came from the other side. It was at this time that such luminaries as Mayakovsky and Rodchenko came into commercial advertising with their advertising campaigns GUM, which have become textbooks. Mayakovsky seriously analyzed the issue of advertising effectiveness.

“The Board of Borkombinat notifies”, etc., etc. ad infinitum. What a bureaucracy - notifies, informs, announces! Who will go to these appeals? You need to call, you need to advertise, so that the cripples are immediately healed and run to buy, sell, watch, ”he wrote in one of his articles. Mayakovsky and Rodchenko formed a friendly alliance called Advertising Designer Mayakovsky - Rodchenko. “Nowhere except in Mosselprom”, “There were no better nipples, and there are none. Ready to suck until old age "," Trekhgornoe beer will drive out the prude and moonshine. " Most of their works have already become classics of advertising art. Rodchenko recalls:

One of Mayakovsky's slogans read: “The path to communism is a book and knowledge. Buy a textbook in Gosizdat in advance. "


Rodchenko, Mayakovsky. Cigarettes "Ira", advertising poster
Rodchenko, Mayakovsky. "Buy cheap bread"
Rodchenko. Advertising poster for Lenizdat

In 1922, the country resumes export trade. And many firms are taking back trademarks that they lost in the process of nationalization. Confectionery labels of the 20s are made in a characteristic pre-revolutionary style. The brands of the former confectionery factory "Einem", renamed into "Red October", are returning to use. By the way, among the products of the same "Reklam-Constructor" there were about a hundred signs, packages and wrappers.





Wrappers for sweets "Krasnoarmeiskaya zvezda"

And the pages of the newspapers were full of unpretentious advertisements: “Mosselprom canteen every day. Cheap, fresh and tasty. Open from 6 pm Until 2 am "or:" An irreplaceable remedy for sweat - the drug "Miracle", as well as the soap "Bouquet of my grandmother."

But the NEP was soon phased out, and food ration cards again came into use until 1935. At this time, export advertising begins to flourish, the state actively begins to sell goods abroad, in need of foreign currency. For example, Soyuzpushnina, Rezinoexport, Lektekhsyrye and other enterprises work abroad. Bright posters of Intourist appear urging foreigners to visit the Soviet Union.





Intourist posters, 1930s.

A special commission of experts is formed, and all the posters are brought before it. Some of the Art Nouveau designs were dismissed as "indulging the tastes of foreign consumers" and "filled with bourgeois motifs approaching pornography." Packages of Export sweets, for example, were rejected because of the image of a slave negro, "bent under the weight of a bale of goods." And the cigarettes "Our Banner" were not lucky with the unfortunate depiction of a detail of the Mongolian coat of arms, which was too reminiscent of the monogram of Nicholas II.

People's Commissar Mikoyan, in his speech at the 1st Congress of Cooperative Trade Workers, stated the need for a transition to "modern cultural trade." Advertising was perceived as an important element. In the 1930s, there was indeed more technical opportunity for advertising production, and at the same time, the control over the self-expression of artists was tightened. Socialist realism is becoming the main method. If we talk about poster graphics, then averaged samples are replacing the bright original creations of the NEP. Some posters resembled still lifes in their composition.


Advertising of dumplings, 1936
A. Miller, poster "White Night", 1937
A. Zelensky, poster "Ice Cream"

In the post-war period, information inserts have been actively disseminated. This is a kind of prefabricated leaflet that could be entitled “Helping the Buyer”.


Customer Help Fact Sheet

In 1950s trade posters, static composition is most often used, the image is made in the most realistic style.


Advertising poster for Yuri Tseirov for "Glavchai", 1952
Advertising of a vacuum cleaner by artists V. Trukhachev and O. Jensen, 1953

In the era of the thaw, Khrushchev is trying to overcome the excessive centralization of the economy, to establish the production of goods light industry... Some successes are reported in the newspaper “ Soviet trade"In 1956:

“In the window display of shop No. 5 of the Mosodezhda marketplace, the attention of passers-by is attracted by a dynamic installation, with the help of which women’s dresses are demonstrated. Five silk dresses, suspended on thin, almost invisible nylon threads, rotate continuously in the window. The dress can be well examined from all sides. "

In the 1960s, ideological canons were significantly softened. Very spontaneous, lively posters are emerging, often using images of children or children's art. It seemed to express the country's hopes for the possibility of a renewed life after de-Stalinization. Blooms social advertisement and movie poster.


"No need for war", poster, 1962
"May there always be heaven", poster
"Not a drop", poster, 1961
B. Zelensky, poster for the film "Height"
B. Zelensky, poster for the film "Othello"
Y. Tsarev, poster for the film "Nine Days of One Year"

In the film "Dima Gorin's Career" (1961), you can see examples of street advertising that appeared then in the city.


"Drink natural coffee!", Still from the film
“Cross the street only in the places where“ Crossing ”is indicated”, still from the film
“Everyone, everyone, everyone. 07. And any city speaks to you ", still from the film

In the 1960s, television became more and more active in the lives of many Soviet citizens. Accordingly, there are more and more opportunities for using TV advertising. However, at first it was not used very ingeniously. According to the recollections of contemporaries, the advertising text was simply read off-screen at a time when a test table was shown on the screen, which served to set up the TV.


Test table

“Cameras”, “Ice Cream”, “Curtain Canvas”, “Fashions of the 1959–1960s” ... This was the name of the first commercials, which were issued in a circulation of 30–40 copies and were shown in cinemas at early screenings. But already in 1964, the first television advertisement appeared on the screens of Soviet televisions. And it was dedicated to the "queen of the fields", the implementation of which Khrushchev devoted so much effort:

“And I will tell you without hiding
These dishes are easy
Any housewife
It always turns out "

Singing corn advertising

During these years, the first television advertising for cars appeared, which is somewhat akin to modern reviews of video bloggers, and was broadcast throughout the country.

"Isn't it a beautiful car?", Advertising "Zaporozhets"
Advertising, portable TV "Yunost-402"

In a television commercial for Yunost, filmed in the 1970s, the famous Soviet artist Vasily Merkuriev watched a portable TV in the bathroom. It was an unheard of luxury in those days. Of course, there was no particular need to advertise such products on television. They were immediately sold out as soon as they appeared on the shelves, since the industry simply could not cope with the wild demand.

In a similar humorous vein, the video advertising the Ural vacuum cleaners was solved: on the screen, the detective examines the carpet patterns on the floor through a magnifying glass.

Announcer (off-screen): What are you looking for?

Detective: I'm ... looking for ... dust.

Speaker: In an apartment where there is a Ural vacuum cleaner, you will not find it.

The detective sits down on a pouf and examines the apartment through binoculars.

Speaker: What are you looking for now?

Detective: Vacuum cleaner "Ural".

Speaker: So you are sitting on it.

The detective jumps up from the pouf. The pouf is opened, the vacuum cleaner is demonstrated at work.

Surprisingly, during the years of Brezhnev's "stagnation", most commercials were imbued with humor and irony. Take at least a video of the carbonated drink "Baikal", looking at which one cannot but recall "Max drank" Fanta "and stopped the train", filmed already in the 1990s.

"Baikal", ads
Furniture advertisement. Boyarsky
Making hats from fabrics, 1977

With the advent of perestroika, a real boom in creativity begins. One of the main hits of that era was two videos from the Moscow Fan Plant, which were released shortly before the collapse of the USSR. “You have to go! And it's time for you to conclude an agreement with the ventilator plant! " - the annoying chorus sounded. The guys from KVN came up with this ad.

Very soon two in a row will be killed CEOs factory. Timur Bekmambetov will film The World History of Imperial Bank. The dashing and the beautiful come into their own.

Fan factory advertisement
Another advertisement for a fan factory

1. Vladimir Muravyov. Moscow words, catchphrases and catchphrases.

2. Alexander Rodchenko. Autobiography.

3. Georgy Andreevsky. Moscow. 20-30s

4. Victoria Uchenova. History of Domestic Advertising. 1917-1990.

For a long time I was sure: the first television advertisement in the USSR appeared on New Year's Eve, either in 1986 or 1987. It was timed to coincide with the anti-alcohol campaign conducted by Michal Sergeich Gorbachev, and advertised a fizzy cocktail "Evening", poured into champagne bottles and carbonated so much that it looked like champagne.


Periodically, a bottle with this cocktail and it, foaming in a glass, appeared in between songs. Yes, and the host of this "Ogonyok" herself noted that, they say, we are now more open camp, and therefore we have advertising ... Something like that!

Now I tried in vain to find this program, and ... it did not work. But I definitely didn’t dream about it, I couldn’t dream, because it was after this advertisement that I understood: the definition given to it by the Great Soviet Encyclopedia is very accurate.


The Vecherny cocktail, poured into champagne bottles, had a disgusting taste (it tasted bitter), was uninteresting for adults (well, who needs ersatz champagne?), For children and adolescents it was unjustifiably expensive. Memory prompts that the only bottle bought for testing (the cork from which powerfully jerked to the ceiling) cost one ruble and fifty kopecks ...

It turns out that she was on Soviet television after all. Probably, according to Mikoyan's behest:

"The task of Soviet advertising is to give people accurate information about the goods on sale, to help them formulate new requirements, instill new tastes and demands, stimulate the sale of new types of goods and explain how to use them to the consumer."


No, it's hard to argue with the fact that there was advertising in the USSR. Colorful posters called to fly by Aeroflot planes, try crabs (why advertise them, give me a crab and I'll eat it without any advertising), get used to eating black caviar, and so on ...

The advertisement was catchy: “It was already dark, the square was illuminated by bright lights, a colorful advertisement on the roof of the Polytechnic Museum was burning:“ Everyone should try how tasty and tender the crabs are ”,“ And I eat jam and jam ”,“ Do you need a present for your house? Buy the Don hall "- said Stalin's personal translator.


But now they say: not on television. Like, she appeared there only after Perestroika.

It turns out that no, ladies, gentlemen and comrades.

Aged with the style of Soviet musical cinema, and surprisingly ... atmospheric.

The history of the development of domestic and world television

Remark 1

Television is the greatest invention of the 20th century. But the prerequisites for its development come from the previous century.

In 1887, the German physicist Heinrich Hertz discovered the phenomenon of the photoelectric effect. This is the release of electrons by matter under the influence of electromagnetic radiation. A year later, Russian scientist Alexander Stoletov clearly demonstrated this phenomenon by conducting a series of experiments.

In 1907, the Russian physicist Boris Rosing theoretically substantiated the possibility of obtaining an image using a cathode-ray tube. The picture was in the form of a single stationary point.

Until the 40s of the 20th century, television was mechanical, then it was supplanted by electronic devices. On the territory of the USSR, mechanical telesystems lasted a little longer.

Experiments using electron beams to transmit and receive images over certain distances since the beginning of the 20s. The twentieth century was held by various countries: the USA, Japan, the USSR. It wasn't until 1933 that Vladimir Zvorykin, an American engineer of Russian origin, invented the cathode tube, which is still the main part of most televisions.

In 1936, the American research laboratory V. Zvorykin developed the first electronic television. Later in 1939, televisions began to be produced in large quantities. This model, called the RCS TT-5, was a huge wooden box with a 5 "screen with a radio tube. The first semiconductor TV was released by Sony in 1960. After that, models based on microcircuits began to appear.

Nowadays, the quality of broadcasting has increased dramatically and has become digital. Flat-panel LCD and plasma TVs appeared. By the beginning of the XXI century, the methods and principles of television broadcasting have changed significantly. Cable and satellite television became widespread.

Stages of TV advertising development in Russia

  • advertising of the period of the USSR;
  • advertising as an art 1992-2000;
  • advertising is the engine of trade in 2000 to the present day.

The first television advertisement in the USSR appeared in 1964. It was a commercial for corn, and it looked more like a short film with a musical element. Advertising was not commercial in nature, and due to the lack of any competition, quickly disappeared from TV screens. Constantly advertising on television began to be broadcast only in the late 80s.

In 1984, the "First All-Union Review Contest of Advertising Films" took place, which had a significant impact on the growth of television advertising. In 1987, Soviet advertisers held a second competition. These competitions made it possible to analyze the situation in the country and raise the level of Soviet advertising specialists. From that moment on, advertising on television becomes not just the main means of information, but a tool for promoting goods and services.

Advertising on television was exclusively for domestic goods (Volga car, etc.). The videos were a small, interesting and sometimes humorous clip. The duration of the video was up to 10 minutes. In the newspapers on the pages of the program guide, they even published the broadcasting time of this or that advertisement.

At the second stage, after perestroika, advertising becomes art. Manufacturers sought to promote their products by creating bright, colorful advertisements. It was not just a video, but a whole director's decision (a series of commercials for Bank Imperial). Famous actors were filmed in the commercial, and their phrases became winged.

At the end of the 90s, the first public service advertisement appeared. These were videos from the Russian Project, 2-3 minutes long. The theme was different: love and care for the country, parents, self-confidence, etc. Well-known artists were also involved in the advertisement.

The third stage in the development of advertising has defined it as the engine of commerce. Advertising in Russia began to focus on creating memorable images in the minds of consumers. The advertisements were mostly branded to stand out from others. The commercials contained graphics, hand-drawn characters and product symbols. Over time, advertising on television becomes more high-quality, and attracted the attention of consumers (advertising for Rondo chewing gum, Princess Nuri tea, Maisky tea, etc.).

History of television advertising in the United States

Remark 2

By 1951, nationwide broadcasting became possible in the United States. In the 1960s, nearly 90% of American families owned a television. The advertisement was broadcast in the frames of TV programs, which were filmed by the advertisers themselves. The channel provided only studio and airtime. The format of TV programs was forgotten over time and grew into the famous "soap operas".

In the 1980s, home video recorders emerged that could record shows and programs on schedule and automatically skip commercials. This negatively affected advertising. People did not watch commercials anymore, simply rewinding them on the tape.

In the late 1990s, digital video recorders (DVRs) with an ad-roll function began to be marketed. This angered advertisers and TV channel owners who were suing the manufacturers of DVR devices.

This explains the reason for the proliferation of product placement (hidden advertising) in movies and TV shows. Advertising creators were forced to use this method of promoting products or services.

 

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