A New World Order: The Role of Advertising in Russia and the NIS

Ludmilla Gricenko Wells

9 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Russia and Soviet political economy Advertising and Communication Studies

Abstract

Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia. One result is the rapid growth of Russia's advertising industry and its similarity to Western classical liberalism and neoliberalism propositions of marketing communication. This article builds on the author's previous studies on the role of advertising in what is now Russia through participants' own words and visions of advertising. In-depth interviews with business and industry professionals, academicians and government representatives provided insight into changes in the perception and practice of advertising in Russia.

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References

1958The Affluent Society 1984Advertising, the uneasy persuasion 1994Western Concepts, Russian Perspectives: Meanings of Advertising in the Former Soviet Union 1959The Functions of Advertising in Our Culture

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2008Russian Advertising Attitudes 2012Advertising effects vs. consumer consciousness – Results of an empirical study

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