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Learn moreThe Soviet Union was not a completely closed country. Throughout its history, and especially in recent years, there was an export and import of certain consumer goods. This circumstance contributed to the development of advertising and visual culture. We have collected interesting examples illustrating how Soviet goods were promoted abroad and how foreign products were advertised in the USSR.
Images provided by Alexey Smirnov, who has been collecting Soviet advertising for eight years. On his VKontakte public page, he shares rare items, allowing everyone to become acquainted with unique artifacts of the past.
Advertising of goods for export
Consumer goods were exported from the USSR through specialized foreign trade associations. Soviet technology, as well as goods such as perfume, clothing, books, and music records, were popular abroad. Advertisements for these goods were often placed in specialized magazines published abroad. Part of the circulation of these publications was in the language of the country where they were published, while the other part was in Russian, intended for diplomats and other Soviet citizens abroad. Exporting goods created a positive image of Soviet products on the international stage and contributed to strengthening trade ties with other countries.
Advertisement of the Soviet PC "Agat-4", an analogue of the Apple II. The computer was primarily intended for computer science lessons in comprehensive schools. Serial production of "Agat-4" began in the first half of the 1980s - it is not difficult to guess the era by the color scheme in the advertisement. Image: advertisement from the magazine "Olympic Panorama" No. 4, 1984 (the publication was published before the Olympics in the USSR, and then became a periodical)
It was in great demand abroad Soviet photographic equipment. This is a Russian-language version of a foreign advertisement from the All-Union Association "Vneshposyltorg". Like many examples of Soviet advertising, it is quite simple in design - the emphasis is on photos of the goods. Image: advertisement from the magazine "Olympic Panorama" No. 11. 
This is how the All-Union Association "Vneshtorgizdat" advertised its services abroad. The organization produced foreign trade and tourist advertising, technical documentation for Soviet export goods, and was also engaged in the printing of Soviet books and advertising materials in foreign printing houses. The text with the list of services is placed on a sheet in a typewriter. Image: advertisement from the booklet "Vneshtorgizdat 1925-1985"
Another advertisement for the services of a foreign trade association, but a different one. It was called "International Book" and specialized specifically in the arts: books, periodicals, vinyl records and videos, and works of fine and applied art. The association was awarded several international awards for cultural cooperation. And in the advertisement there is a laconic photograph of an expressive conductor and a modest inscription in the corner with the achievements of the "International Book" Image: magazine "Soviet Export" No. 2, 1973 
This is an advertisement for a new perfume collection from the Novaya Zarya factory. It was published by the foreign trade association Soyuzhimexport. Bottles of various shapes attract attention. The text block is designed using a combination of several typefaces. The handwritten and antique fonts in the heading correspond to the specifics of the goods, and the grotesque ensures the readability of small text. Image: advertisement from the magazine "Soviet Export" No. 4, 1987.
Model vehicles that you can assemble yourself following instructions were a popular product in the 20th century - not only in the USSR, but also abroad. Deliveries to other countries were established in the 1970s, and were handled by the All-Union Association Novoexport. Image: advertisement from the magazine "Soviet Export" No. 4, 1987. 
These watches were manufactured by the First Moscow Watch Factory since the 1960s under the trademark "Flight" (Poljot). Mashinpribortorg handled exports—the association supplied millions of radios, televisions, and watches to more than 90 countries. The advertisement uses macro photography, a technique that is still used by global watch manufacturers to this day to demonstrate the small details of an accessory. Image: advertisement from the magazine "Soviet Export" No. 5, 1970.
In the USSR, radio was an important source of information; portable receivers were popular and of very high quality; they were supplied to various countries around the world. This is a Riga-103 radio. Since many technical characteristics are important to the buyer, half the space in the advertisement is given to text. Image: brochure "Transistor Radios" of the foreign trade organization "Vneshposyltorg" from the 1970s. 
This is an advertisement for astrakhan fur coats, one of the most popular export items from the Central Asian region. Fur coats were sold in Italy, Greece, Germany, and the Scandinavian countries. The Soyuzpushnina association had a monopoly on fur exports from the USSR. Image: advertisement from the magazine "Soviet Export" No. 1, 1980. Import
Over the years, many countries exported cars, photographic equipment, medicines, sports shoes, and soft drinks to the USSR, actively promoting their products through advertising. This exchange of goods became an important part of the economic and cultural ties between the USSR and other countries. Advertising campaigns contributed not only to the popularization of foreign brands but also to the formation of consumer preferences among Soviet citizens.
This is an advertisement for one of the sponsors of the Moscow Olympics — the manufacturer of Alka-Seltzer tablets. Back in 1931, the company began producing a cold remedy. But popularity came when it was discovered that the medicine helps with alcohol poisoning. The remedy was popular, in particular, in the USSR. The advertisement is timed to coincide with the Olympics, so it shows cyclists in active motion. Advertisement from the magazine "Olympic Panorama" No. 11 (pre-Olympic issue of 1979)
This is an advertisement for Japanese Asics sneakers. The name comes from the Latin translation of the phrase "a healthy mind in a healthy body" - animo sana in corpore sano. The company sponsored the USSR volleyball team at the Moscow Olympics. Later, models with spiked soles were developed for the Universiade in Japan; these were sold, among other places, in the USSR. The diagonal lines in the advertisements create a dynamic composition. And below, the audience is shown the sneakers from the side and from the back, so that they can be examined better. Image: advertisement from the magazine "Olympic Panorama" No. 4, 1985.
In 1959, the exhibition "Industrial Products of the USA" was held in Sokolniki. There they showed household appliances and cars - in particular, this sporty DodgeImage: brochure "Cars of the Chrysler Company", 1959 model"
Coca-Cola first appeared in the USSR on the eve of the 1980 Moscow Olympics. It was brought from Europe. The advertisement is extremely simple - a close-up of the product and quite a lot of text about which athletes drink Coca-Cola. Image: advertisement from the magazine "Olympic Panorama" No. 11 (pre-Olympic issue of 1979)
Cosmonauts Valentina Tereshkova and Alexei Leonov drove Mercedes, they were in the garages of the General Secretaries of the Central Committee CPSU of Nikita Khrushchev and Leonid Brezhnev. In 1978, Mercedes-Benz became the official sponsor of the 1980 Olympics. Image: advertisement from the magazine "Olympic Panorama" No. 8 (pre-Olympic issue of 1979)
The Nikon F is a revolutionary SLR camera that became popular in photojournalism and professional photography. Only a few copies, purchased for the central print media, reached the USSR. However, they were also sold to private hands. Image: advertisement from the magazine "Olympic Panorama" No. 10.
The first Fanta bottling line opened at the Moscow Beer and Soft Drinks Plant in 1979. Later, the product began to appear in Moscow stores, and sales were handled by Soyuzplodoimport and Tekhnopromimport. Image: advertisement from the magazine "Olympic Panorama" No. 12 (pre-Olympic issue of 1980)
In 1987-1988, the exhibition "Computer Science in the Life of the USA" was held in major Soviet cities. Advances in computing, communications, and telecommunications were showcased there. In particular, the Apple Macintosh was unveiled to the public. The ad emphasizes the product's innovative nature with a dynamic composition and blue light that extends beyond the screen. Image: "Computer Science in American Life" brochure.Learn more about design and its latest trends in our Telegram channel. Subscribe to stay up-to-date with the latest news and helpful tips!
Poster design plays a vital role in attracting attention and conveying information. An effective poster should combine striking visual elements with a clear message. When developing a design, it is important to consider the target audience, as well as the goals you want to achieve. Using competent typography, a balanced color palette, and thoughtful compositions will help you create a memorable and informative poster. Don't forget about the importance of image quality and text clarity—they significantly affect perception. Pay attention to detail to ensure your poster stands out from the crowd and successfully accomplishes its intended purpose.
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