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Advertising Design as Cultural Strategy

Vukic, Fedja;


Designers, otherwise active in the field of visual arts, were also active in commercial communication within the context of state-planned economy in former socialist Yugoslavia, and in Croatia, industrially the most developed federal state. Since there was no significant market competition the artists engaged in “advertising graphics” had considerable freedom of expression, exploration and application of innovative communication concepts. The 50’s was a time of consensual economy, when the state, through its five-year’s plan based on the soviet model, shaped the economy following the idea of industrial modernisation, workers participation (“self-governance”) and material welfare. Due to its inadequate financial efficacy, the Communist party decided to introduce “economic reform” in 1963. It had elements of free market competition built into the state-planned economy. In both of these socio-economic models, advertising was considered as a key cultural strategy.


Palavras-chave: design, advertising, social context, state-planned economy,


DOI: 10.5151/despro-icdhs2014-0035

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Como citar:

Vukic, Fedja; "Advertising Design as Cultural Strategy", p. 273-278 . In: Tradition, Transition, Tragectories: major or minor influences? [=ICDHS 2014 - 9th Conference of the International Committee for Design History and Design Studies]. São Paulo: Blucher, 2014.
ISSN 2318-6968, DOI 10.5151/despro-icdhs2014-0035

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