Sovetijärgne propaganda: reklaami aastakümme
Post Soviet Persuasion: 10 Years of Advertising

Summary/Abstract: The study of changes that have taken place in advertising techniques and content during a decade (1993-2003) allows us also to register shifts in cultural mentality. The changes may be generalized as moving from ironic erotic suspense towards ironic black horror suspense. The main focus of my studies is on the problem of means of persuasion ("arguments" of persuasion). In the case of advertising techniques, there can be distinguished a whole set of such arguments, resembling V. Propp's fairy tale functions. Art and its devices are considered to be one of the most powerful arguments in the process of persuasion. Especially interesting for my analysis are cases when nationalist content is pretending to be artistic or erotic. Sometimes this national pathos even replaces the initial task of consummation, so advertisement loses its commercial fixation and is transformed back into political propaganda. Still there is no big difference between advertisement and propaganda, both work for economic profit, and both work for it not directly but through an attractive substitution.

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