Abstract
“You check into a hotel in another country. The first thing you do when you get to your room is turn on the television. You zap for a while and inevitably come upon a few commercials,” writes Jean-Marie Dru in the introduction to his book “Disruption”. “They have a tone, a colour, a flavour somehow different from those you know. Something indefinable that makes them unlike those you are used to seeing. The reason is simple. Nothing reflects a country and age better than its advertising. It is very expression of the values of the times. It is part of a country's collective unconscious. The créatives who conceive ads draw their inspiration from everyday life, from the attitudes that forge a country's identity. … Through its advertising your country is showing.”
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Tretyak, O. (2001). Advertising in Russia. In: Kloss, I. (eds) Advertising Worldwide. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-56811-4_9
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