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A Consumer's Dream

18.12.2015 – 28.01.2016
If you want to learn more about the Soviet period of the Russian history, visit an extraordinary exhibition called 'A Consumer's Dream' in Moscow House of Photography.  It offers an excursion into the past - from the late 1910s to the mid-1990s. This cultural event will introduce you to the theme of shortages in the USSR and correlations between scarcity and advertising of that time. 

Alexander Abaza. Alcohol Has Arrived. Anadyr, Chukotka. 1985. MAMM/MDF
Alexander Abaza. Alcohol Has Arrived. Anadyr, Chukotka. 1985. MAMM/MDF
By 1918 the First World War, October Revolution and Civil War had produced very serious impact on our country. People had to face acute shortfalls in food, clothing, everyday things and essential items. The New Economic Policy (NEP) didn't solve the problem of shortages, but only gave people a temporal relief. Only by the mid-1990s, when the planned economy abolished, the consumers could take the advantages of free trade. 

Soviet Propaganda, meanwhile, created the illusory image of the contented society. Each poster published in the USSR was supposed to show happy Soviet life with an abundance of goods, confirming the well-known Soviet slogan “Life has become better, life has become happier!” 

'A Consumer's Dream' reflects changing times in the USSR by means of photos, posters and scenes from the classics of Soviet cinema. Toys, shoes, TV-sets, black caviar jars and patched jeans let the visitors feel the taste of the Soviet dream that replaced reality. Moscow tour guides hope that this exhibition will leave you a really good impression!

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