A new world order: the role of advertising in Russia and the NIS

L Wells


Changes in worldwide political and economic strategies have contributed to the changing role of advertising as an institution in Russia. One result is the rapid growth of Russia's advertising industry and its similarity to Western classical liberalism and neoliberalism propositions of marketing communication. This article builds on the author's previous studies on the role of advertising in what is now Russia through participants' own words and visions of advertising. In-depth interviews with business and industry professionals, academicians and government representatives provided insight into changes in the perception and practice of advertising in Russia.

INTRODUCTION

Between 1985 and 1991, two superpowers, the United States of America and the Union of Soviet Socialist Republics, reduced their political tensions to focus on stabilising, maintaining and strengthening their leadership positions in what has evolved into a New World Order (NWO). Within a short period of time, from 1990 to 1995, the world witnessed the reunification of East and West Germany the independence of the Baltic Republics - Latvia, Lithuania and Estonia - from the Soviet Union; the resurgence of economic political Cupertino between South and North American countries in the Western hemisphere; the rebuilding of a European Common market (EC), and the destruction and reconstruction of the USSR into the New Independent States (NIS).