Czasopisma Naukowe w Sieci (CNS)

Transition from communism to democracy in Romanian advertising

  1. Mădălina Moraru


This study discusses the way the advertising industry underwent important changes in many ex-communist European countries, considering Romania as a prime example. The reinvention of advertising in Romania after 1990 is firmly related to features of the political system, professionals’ training, and consumer needs. Given that consumer behavior is constantly evolving, as is the entire industry, the present paper investigates the views of Romanian professionals on local advertising in democracy, as well as on the transformation of advertising agencies, using the primary method of the semi-structured interview. To be more credible, the chapter presents the relevant case study of ROM chocolate, a brand that was awarded 9 Lions at the 2011 Cannes Film Festival. Consequently, we hypothesize that advertising developed two contrasting attitudes during the transition: firstly, brands denied their past; secondly, they began to use it to prove their endurance and stability

Pobierz artykuł

Ten artykuł

Central European Journal of Communication

Vol. 8, no 2 (15), Fall 2015

Strony od 280 do 299

Inne artykuły autorów

Google Scholar


Twoj koszyk (produkty: 0)

Brak produktów w koszyku

Twój koszyk Do kasy