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| Author: | Morris, J. |
| Title: | Drinking to the nation: Russian television advertising and cultural differentiation |
| Journal: | Europe-Asia Studies
2007 : DEC, VOL. 59:8, p. 1387-1403 |
| Index terms: | Russia television advertising mass communication culture |
| Freeterms: | discourse media |
| Language: | eng |
| Abstract: | This article examines the utilization of cultural nostalgia for the Soviet and pre-revolutionary past, and the concern with Russian cultural values in television beer advertisements (here as: ads.) in post-Soviet Russia. In these ads., the effect of these values' foregrounding is more significant than their effectiveness in selling products. As a pervasive element of popular culture, advertising is as contested as any other (such as film or television serials) as to refracting cultural discourses etc. |
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