A CONSUMERS DREAM

exhibition

23.03 - 02.07.2017

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 NCCA Volga-Vyatka region branch incorporated into ROSIZO,
MULTIMEDIA ART MUSEUM, MOSCOW /
MOSCOW HOUSE OF PHOTOGRAPHY,
STATE HISTORICAL MUSEUM,
UNION OF PHOTO ARTISTS OF RUSSIA
present the exhibition

A CONSUMER’S DREAM

with participation of
the general partner of the
History of Russia in Photographs program - Novatek

23 March — 2 July 2017

A Consumer’s Dream presents insight into the history of the Soviet shortages and research of relations between deficit and advertisement in our country from the late 1910s until the mid-1990s.

In the society where shortages were a norm until the mid-1990s, advertisement was a paradoxical phenomenon: the main issue was not increasing demand, but rather satisfying it at least to some extent. Any consumer item – even basic necessities – was a subject of dreams for a Soviet citizen. It had to be “procured”, working and earning money was not enough. In order to reach their “dreams” people had to barter galoshes for clothes, clothes for a vacuum cleaner… Then it was exchanged for scarce books, then for theatre tickets, refrigerators or cars, which were short in supply…

Soviet advertisement was more than simple demonstration of books and tooth paste, galoshes and mayonnaise, juices, champagne and black caviar, vacuum cleaners and floor polishers, TVs, cars and of course Soviet perfumes. First and foremost, each advertisement poster created an image of a happy society with an abundance of goods aimed to confirm the major Soviet slogan: “Life has become better, life has become merrier!”

The exhibition presents works of renowned Russian photographs – Alexander Rodchenko, Arkady Shaikhet, Boris Ignatovich, Vsevolod Tarasevich, Dmitry Baltermants, Victor Akhlomov and many others. The exposition also features advertisement posters (including works of Alexander Rodchenko); scenes from Soviet films celebrating abundance of goods; Soviet household items gathered by a Nizhny Novgorod artist Alexander Lavrov.

The dream defeats reality in this exhibition, much like in the Soviet Union; and the final chapter of the exhibition, dedicated to the 1990s, demonstrates how shortages came to naught as the dream was extinguished by the new market economy.

Curators: Sergey Burasovsky, Anna Zaytseva (Moscow).
Regional co-curator: Alexander Lavroc (Nizhny Novgorod).
Opening of the exhibition will take place on the 22nd of March at 19.00.

Opening hours: Tue. — Sun. 12:00–20:00
Tickets: 150 rub., discount tickets — 100 rub.
Free admission on each Wednesday.
Address: Nizhny Novgorod, Arsenal, Kremlin, building 6.
Phone: 8 (831) 422 45 54, www.ncca.ru/nnovgorod


Foto: Lev Borodulin. ‘Everything for the People!’. 1960s. MAMM/MDF

2014
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