Advertising by OBERIU poets
- DOI
- 10.5922/pikbfu-2024-2-5
- Pages
- 56-67
Abstract
This article provides the first examination of the advertising efforts by the OBERIU avant-garde collective, integrated into the leftist art paradigm of the first quarter of the 20th century. The study explores the pragmatic and semantic facets of OBERIU advertising, including its verbal and visual components as seen in placards, posters, and slogans. Advertising is presented as a speech act aimed at changing the viewer’s perception, using literary devices such as letter play, original slogans, and others. This article sets out to identify differences and similarities between OBERIU advertising and conventional ‘state-supported’ advertising in Russia in the 1920s. It is shown that OBERIU advertising borrowed the form of Vladimir Mayakovsky’s versicular constructivist advertisements and pre-revolutionary cubo-futurist posters.