Word: kultura
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Dates: during 1950-1959
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...Ministry of Culture's Sovetskaya Kultura grumbled that Bernstein was "violating all traditions" and "looked somehow conceited." Yet it was only a squeak, lost among the cheers. In five concerts last week, Bernstein took Moscow by storm. Composer Aram Khachaturian rushed to pump Bernstein's hand after performances, bubbled over with rave reviews in the government's official organ, Izvestia, and added special praise for Bernstein's Symphony No. 2 ("Age of Anxiety"). Said another top Russian composer, Dmitry Kabalevsky, after hearing Bernstein's rendition of Shostakovich's Fifth Symphony: "Never have I heard...
Advertisements like these will probably not blossom forth in Soviet publications, but Russia is about to travel halfway to Manhattan's Madison Avenue. Sovetskaya Kultura, the official publication of the Ministry of Culture, last week complained that Russians are stupefied and bored by such headlines as "Buy jewelry in the shops of the State Jewelry Trade Organization" and "State Insurance is selling insurance for household goods." To get American-style hard sell, the Ministry of Culture called for "creative, talented people" to staff the new "Advertising-Publishing office" set up to improve shop-window displays, advertising signs and billboards...
Headlines and advertising copy were not all that Sovetskaya Kultura was mad at. It charged Russian advertisers with "bashfulness" where prices are concerned: "It must be said that.in most cases the ad is silent about the cost of the goods it advertises, although this question is of great interest to the customer." And window displays are hopeless. Either they are too static, showing nothing but pyramiding cans of meat and vegetables, or they are unchanged from year to year, or-even worse-they do not correspond to what is available in the store. Lamented Sovetskaya Kultura...
Although the new-style Russian advertising is expected to be "evocative, varied and beautiful," Sovetskaya Kultura added a final cautionary nudge before Soviet admen got too carried away by brain-storming in the Madison Avenue manner: "Capitalistic advertising is noisy and offensive. It stuns a customer. And its sole aim is to get rid of the goods by any method available." As sample of the kind of "persistent, shrill" U.S. slogans Russia does not want, the editor cited what he said was a U.S. slogan, although this will be news in Atlanta: "Coca-Cola is good for your body...
Soon Marek Hlasko was sampling the joys of the free life. He moved in with friends who edited the Polish exile review, Kultura. Receiving sizable royalties from Western publishers, he traveled to West Germany and Italy in a beat uniform of blue jeans and cowboy shirt, boasted that he had run through $4,000 in just a few weeks of high living on the Riviera. He reportedly fell in love with German Actress Sonia Ziemann, who had starred in the movie version of The Eighth Day of the Week...