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Title

SOVIET AND POST-SOVIET HERITAGE OF THE SOCIAL ADVERTISEMENT.

Authors

Gazdeliani, Soso; Chalaganidze, Nino

Abstract

Initial period of development of the social advertisement exactly coincides with the sovietization of Georgia. The state represented Union of Soviet Socialistic Republics for seventy years. The present research was conducted using a method of content analysis and historic analyzes and originated qualitatively essential trends. As a matter of curiosity, answers had to be given on the questions: What kind of experience existed in the post-Soviet Georgia from the viewpoint of the social advertisement and what was the impact of the Soviet hand-writing on it? In the social posters of the Soviet Union an important influence of the hypodermic needle (magic bullet) theory is observed. Social messages of that period directly and rudely intervened into the consciousness of a Soviet citizen and dictated to him how he had to live according to the Soviet values. Messages of the social advertisement often took a face of slogans. Soviet Heritage in Georgia in this direction left its trace as well. Soviet hand-writing is definitely seen in social advertisements of the Post-Soviet Period.

Subjects

GEORGIA (Republic); SOVIET Union; HYPODERMIC needles; SLOGANS; CONTENT analysis; ADVERTISING; CONSCIOUSNESS

Publication

German International Journal of Modern Science / Deutsche Internationale Zeitschrift für Zeitgenössische Wissenschaft, 2024, Issue 89, p34

ISSN

2701-8369

Publication type

Academic Journal

DOI

10.5281/zenodo.13887545

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