On April 11, 2008, within the framework of the International contest festival “Choice of the Year 2007” the National Library of Belarus offers a book illustrative exhibition “Advertisement of the Soviet Epoch” which takes place in the hotel “Minsk” business center.
“Advertisement” is a term which sounds differently in different languages and discussed in special literature and business press. All over the world experts study the issues of theory and practice of advertisement. Most of the countries have big libraries of scientific and popular works dedicated to advertisement.
Soviet advertising posters are a real art. In the USSR were advertised consumer goods and foodstuff, but advertisers had to observe particular stylistic requirements which regulated composition, color, subject image, and even type of a poster. However Soviet advertising posters have a peculiar charm and attraction. In the NLB collections are stored over 600 subject materials published between 1950 and 1980 in Russian, Belarusian, and foreign languages. At the exhibition will be displayed over 120 materials and 35 Soviet advertising posters.
In National Library of Belarus’ collections are stored 8, 5 million items, among them – about 90,000 graphic materials: postcards, reproductions, posters, engravings, photos, calendars, bookmarks, and so on. The NLB disposes of a unique collection of postcards published between 1941 and 1959 which represent “Socialistic Realism”, a teleologically-oriented style of realistic art of the Soviet epoch.
At the exhibition are displayed as well over 120 materials from the NLB collections published between 1950 and 1980: textbooks, reference books on commercial advertisement; lectures on advertisement management; guidelines on the planning and carrying out of advertising campaigns; development of advertising texts in press, design of shop window and advertising boards; reference books on trade industries and catalogues of products; works on advertisement translated from foreign languages; reports of participants of the All-Union seminars and conferences, international symposiums, and essays on advertisement management abroad. At the exhibition is displayed a book by A. Pavlinskaya, the Doctor of Art Sciences “Trade Mark” (Leningrad, 1974). The book is about trade marks created by artists in Moscow and Leningrad which are the best graphic works performed in the 1950-th – 1960-th.
There are displayed as well some issues of journals “Advertisement” and “Shop Window”, and 3 filings of advertising newspapers (1979, 1988, and 1974).
The modern albums published by the State Book Chamber and Russian State Library “Moscow Publishing in a Poster”, “Russian Advertising Poster”, and “Woman in Russian Postcard” represent a full collection of Russian and Soviet postcard from Russian Book Chamber collections and reveal Moscow publishing activities from the end of the ХIХ-th to the end of the ХХ-th centuries.
Publications on advertising are today in demand, and National Library of Belarus acquires such materials and offers them to users. We invite to the exhibition managers, representatives of advertising agencies, trade marks designers, and all participants of the festival.
Contact: +375 17 293-28-86
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