Căderea comunismului şi fenomenul publicitar (Anii 1990-1991)
The Fall of Communism and the Advertising Phenomenon (1990-1991)

Summary/Abstract: The fall of communism in the year 1989 opened the way for some profound changes in the Romanian society. Forced to renounce to the protectionist barriers, Romania permits the access of foreign companies on the internal market. After decades of austerity, the Romanians become consumers of foreign products. As a consequence, the press is flooded by adverts for foreign companies such as General Electric, Colgate, Procter& Gamble, Unilever and others. Meanwhile, some changes in the collective mentality are taking place. From the unfiltered selection of foreign products, in the first period, the Romanians change their buying habits, raising their expectations. The foreign companies and the adverts they used shaped a new physiological profile.

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