“Advertising” the life of Moscow before 1917 similar to a real spectacle, captivating bright colors and attractive offers. Advertise all products, travel, exhibitions, balls and even a new way of life. Here languid red-haired beauty in a bright yellow dress convinces to abandon Dutch cocoa and drink only English. But the little girl hugging touching sad harlequin, the puppet invites you to a charity Bazaar. It is impossible to ignore the polar bear on the tip of the iceberg, touting Cologne “Severny” famous factory “Brocard and Co”, because it was such an atypical bottle up for a new flavor of Kazimir Malevich.
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– the Russian state library contain millions of documents, and for us always a challenge – to select from the variety of the sample, which will give the spirit of the time, will immerse the visitor in the right atmosphere, says about the exhibition the General Director of the RSL Vadim Duda. – However, this time, in my opinion, the problem is solved in the best way. Many of the exhibits are unique and are of historical value, they were assigned the status of the books and they can be found in the National electronic library (nel), in the same section.
He recalled that the books digitized in the framework of the national project “Culture”. In addition to the advertising posters that are presented at the exhibition, those interested can now see the portal of the nel, more than 900 posters, banners, leaflets, price lists and labels. (https://kp.rusneb.ru/item/thematicsection/posters-19-20)
But before you plunge into the dream world of the late XIX – early XX century, visitors are offered to visit the creative laboratories. Archival photographs and documents help to explain the historical context of urban life a century ago.
the Exhibition consists of four sections. First – “big city Lights”, it is not difficult to guess, is dedicated to posters of circuses, entertainment and the first movie posters. For a more complete immersion in the life of the last century on the first floor of the hall of Ivanovo opened the cinema. The audience there like 100 years ago, will surprise the first Russian feature film “Stenka Razin”, as well as excerpts from the film “Queen of spades” and drama “the King of Paris.”
the Second section shows all the richness and diversity of commercial advertising on the turn of the century. What you see there, suggests the name “Signs colored the letters gold.” In the third collected social and Patriotic posters, which became very popular during the First world war.
Finally, visitors find themselves in this riot of colors of the fourth section, “Urban extravaganza”. Here affect not only the posters themselves, many of which are more like artistic masterpieces and never previously exhibited, but the names of their creators. It turns out that is dabbled, quite successfully, Valentin Serov, Ivan Bilibin, Mikhail Vrubel, Leo Bakst, Eugene Lanceray.
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Admiring the poster of Valentin Serov, created by the order of Sergei Diaghilev to the tour of the ballerina Anna Pavlova in Paris in 1909, could not help comparing it with the poster of the XXI century. And if the first permanently became the emblem of “Russian seasons”, what will remain for centuries from the creation of the modern advertising guru? To answer this question, and thatalso a challenge to explore the cultural code of advertising can be in numerous lectures and master classes, which will be held by experts of the advertising market.
According to the Executive Director of the Association of communication agencies of Russia, the industrial partner of the exhibition Valentina Smolyakova, when the Association 12 years ago, proposed to celebrate the 140th anniversary of Russian advertising, this has caused a lot of controversy. “But this exhibition shows that the history of domestic advertising is even older and more original, and advertising has always been and remains at the crossroads of creativity and business,” he added.
At the turn of XIX – XX centuries, in the epoch of the advertising poster, he was so free, and his visual language is so diverse, shocking and controversial, the curators recommend limiting viewing of the exhibition by age 18+.