Cards with proverbs or sources of social advertizing?
At the moment in Russia percent of social advertizing, in comparison with the presented usual advertizing, in public places and on channels of television - are insignificant is small. And that the little that it is occasionally possible to see, admit, not strongly impresses, especially in comparison with English-speaking rollers or posters (on it there are reasons, including social).
For what in general social advertizing is necessary? Without pressing in terminology, one may say, that social advertizing places emphasis on values of society, and also considers public problems. The list of what social advertizing pays attention of people today to, is huge. As examples - health, safety on roads, harm of smoking, drugs, alcohol, protection of the rights of children, the family relations...
The beginning of development of social advertizing in Russia it is possible to call the end of XIX - the beginning of the XX century. It were “first signs“ in the form of public cards.
In pre-revolutionary Russia open letters (or simply - cards) enjoyed wide popularity. Sketches for them were created by the famous artists, often by request of individuals or major companies. The proverbs and sayings illustrated in the so-called “Russian style“ and representing, as a rule, children were one of widespread subjects for cards.
During creation of cards not only tastes of buyers and fashionable tendencies, but also educational ideas were considered. A simple language of the Russian proverbs, children`s images - all this attracted people of all age and various social groups. But in these cards lines of that phenomenon which in the modern world is called social advertizing are already obviously looked through.
Most likely, Elizabeth Merkuryevna Byom was the first who began to draw illustrations to proverbs. About five years ago this name was almost unknown, but now in increasing frequency it is possible to see its works on souvenir products. A series of cards with the proverbs and drawings representing country and merchant life, Elizabeth Merkuryevna custom-made the grand duke Sergey Aleksandrovich. In total there are more than three hundred sketches on this subject. Cards with figures E. M. Byom were popular both in the Russian Empire, and in Europe.
The successor E. M. Byom became Boris Vasilyevich Taburin. The well-known company “Zinger“ in 1905 made the order to the artist Taburin on creation of a number of the cards illustrating the Russian proverbs and sayings. Taburin`s cards described not only country life, but also scenes from soldier`s life that is natural - Boris Vasilyevich in time russko - the Japanese war was at the front, did military reportings and photographing.
Taburin went further the predecessor. The order of “Zinger“ was only first attempt at writing and the beginning. In 1916 Taburin created one more series of cards - already on Feather world war, and cards were published thanks to Theodor Kibbel`s assistance. The main heroes of this series became as it is paradoxical, children too. The author`s hint on brutality of any war was clear. However, such is there was time tendency - artists of other European countries also represented children on similar cards.
Exists still a series of cards of B. V. Taburin “Children is politicians“, but these illustrations carry rather political, than social character.
Summing up the results, it would be desirable to notice that Elizabeth Byom`s works can quite be considered as support of patriarchal family values, traditional culture and live Russian. Taburin`s cards more “sotsialna“, they have a certain binding at the right time and to historical events.
Having reviewed these examples, it is quite possible to come to a conclusion that at the end of XIX - the beginning of the 20th century in the Russian Empire there were already sources of social advertizing. Approximately refer the first social advertizing in Europe and America to the same time. However if in the European countries and its development went to the USA practically without shocks, then in the Soviet Russia owing to historical events it developed into the propaganda poster and the slogan.