Advertising and Post-Decembrist Popular Culture in Romania

Mădălina MORARU (buga) ()
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Mădălina MORARU (buga): University of Bucharest

Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, 2010, issue 4, 54-62

Abstract: During the last 20 years, Romanian Advertising often paid attention to the popular culture features developed in Communism, because they are the ones that reflect consumers’ lifestyles, profiles and values still alive in our society. It is captivating to notice how many brands took advantages from this return (the eternal coming back to the past) and how varied the creative strategies of some commercials could be. Some interesting categories of products, which describe the old epoch very well, could be analyzed according to the brand history and its positioning. Consequently, national brands are focusing on loyalty, relationship with the consumer and the conformation/adaptation process to the new political and economic background. Moreover, popular culture was very well exploited through some aspects often met in the commercial script such as: specific jobs, symbols, special chromatic (the red signature), spatial and temporal elements, humor and irony, and linguistic characteristic as well. most commercials are focusing on the consumer’s identity so that they could build the best connection with the products they need. The integrative advertising is the dominant type resulted from our research and it reflects beyond any doubt the way the customer tries to be accepted by a social group according falling into certain categories: age, gender, profession. We could even identify some profiles in our samples such as: the non-conformist, the teenager, the housewife, the beggar and, many times, the “pater familias” (the father of the family).

Keywords: Advertising; work; pattern; communism (search for similar items in EconPapers)
JEL-codes: M37 (search for similar items in EconPapers)
Date: 2010
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