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- W2041458823 abstract "In the early 1990s people in emerging markets were thrilled to be showered with a confetti of colorful western advertising images. But, in those exhilarating early post-wall years, ads were not immediately recognized as ads by a world that had been visually deprived of commercial aesthetics since the time of Stalin, and thus their function as marketing tools was initially disabled. Western ads were first viewed as symbols of a conquering political and economic system, later utilized as tools, and eventually found their place as signifiers within a pre-existing cultural context. These misinterpretations of post-Cold War western advertising images had at least two causes: a lack of disposable capital in post-Soviet Eastern and the inability of western corporations to imagine the dynamics of a non-consumerist society as they launched their first global marketing plans in this new territory. While western Europe's conversion to American-style capitalism had been aided by the laying of a groundwork for the basis of consumerism through government funds after WWII, in Eastern in the early 1990s this work was left to the private sectorwith results that were not what had been hoped for by the corporations which were involved, nor particularly helpful to the economic development of Eastern European itself. Meanwhile, the advertising images left behind in the postWall campaigns have found new functions, at least in Bulgaria. Eurolines, the continental version of Greyhound, boldly advertises in its brochures that it offers Europe au Quotidien. If you don't mind spending four days immobile in one of their cramped plush seats, this private bus service can show you the highways of between locations as far-flung as Galway and Istanbul. My Eurolines ticket would take me from Paris across Germany, Hungary, Serbia, then dip into the northern section of Kosovo before stopping in Sofia. My travel agent said that if I got to their depot an hour early I might even get a window seat. Only one other Eurolines bus was leaving the morning I arrived. It was going to EuroDisney." @default.
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- W2041458823 date "2001-01-01" @default.
- W2041458823 modified "2023-09-27" @default.
- W2041458823 title "Global Advertising's Failure in Bulgaria" @default.
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- W2041458823 doi "https://doi.org/10.1353/sym.2001.0023" @default.
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