„Proletáři, jsi otrokem, kde pracuješ, můžeš však býti pánem, kde kupuješ.“ Filmové zobrazení spotřebního družstva Včela v období první republiky
‘Proletarian, you are a slave at your work but you can be the master in your shop.’ A Film Commercial of the Včela Consumers’ Co-Operative

Summary/Abstract: Known as the central workers’ consumer association, Včela was one of the largest consumers’ co-operatives in the Czech lands in the first half of the 20th century. Founded in 1905 by the initiative of social democrats, the membership grew during the following decades. After the establishment of the communist party, radical tendencies slowly gained ground, resulting in the withdrawal of the anti-communist members in the early 1930s. The Včela co-op members realised very quickly that the advertising potential of the contemporary media as well as economic prosperity led to success. In the 1930s (but earlier films have survived, too), Včela commissioned and financed several films to build its one-sided media image. The article seeks to introduce a film portrait of Včela in the First Czechoslovak Republic, to which the co-op contributed, and to analyse this presentation method.

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