chapter  9
17 Pages

Drinking to the Nation: Russian Television Advertising and Cultural Differentiation

THIS ARTICLE EXAMINES THE DEVELOPMENT OF television advertising in Russia in

recent years, focusing on the marketing of beer in particular, the second most

advertised product on television and a key arena in the overlap of selling products and

promoting culture-specific values.1 I adopt a semiotic approach, focusing on an

analysis of a number of important advertisements that appeared after 2000, rather

than exploring issues of state or private financing of channels, legislation on

advertising, or the murky world of kickbacks within channels, characteristic of the

early days of post-Soviet television advertising.2