Dreaming of the West: the power of the brand in Soviet Lithuania, 1960s-1980s

Collection:
Mokslo publikacijos / Scientific publications
Document Type:
Straipsnis / Article
Language:
Anglų kalba / English
Title:
Dreaming of the West: the power of the brand in Soviet Lithuania, 1960s-1980s
Authors:
Tranavičiutė, Brigita
In the Journal:
Business history. 2020, 62, 1, p. 179-195
Subject Category:
LT
Liaudies kultūra / Folk culture; Tarptautinė prekyba / International trade; Vartojimas / Consumption; 20 amžius.
Summary / Abstract:

LTReikšminiai žodžiai: Amatų verslas; Falsifikatai; Namudininkai; Sovietinė visuomenė; Užsienio prekiniai ženklai; Užsienio prekių ženklai; Vakarų mada; Vartojimas; Vartotojiška visuomenė; Šešėlinė ekonomika; Šešėlinė rinka; Consumer society; Consumption; Craft business; Falsification; Falsifications; Foreign brands; Foreign trademarks; Homeworkers; Lithuania; Shadow economy; Shadow market; Soviet society; Western fashion.

ENThe article reveals the interest in foreign trademarks observed in Lithuanian society from the 1960s through the 1980s, when the demand for brand names spread after Western culture reached the Soviet Union. The consumption of Western cultural products, or imitations thereof, became one of the key symbolic expressions of freedom in Soviet society. In Lithuania, the most popular clothes were those bearing fake trademarks, even though Soviet authorities attempted to prevent the desire for and the wearing of these garments through the use of ideological tools. [From the publication]

DOI:
10.1080/00076791.2017.1379505
ISSN:
0007-6791; 1743-7938
Subject:
Related Publications:
Architecture of consumption: shopping centres in Soviet Lithuania from the 1960s to 1980 / Brigita Tranavičiūtė. City and History 2021, 10, 2, p. 86-114.
Permalink:
https://www.lituanistika.lt/content/77743
Updated:
2022-06-15 14:53:45
Metrics:
Views: 41
Export:
Download