Essays on the history of Russian advertising. Books 1-4. Ignatenko A.

The book of Alexander Ignatenko, dedicated to the history of the formation and development of external window advertising in our country, is a serious study on the definition of factors under the influence of which the formation of window design at different time stages took place.

on the development of showcase advertising In Russia, four factors had the greatest influence: the requirements of merchants who seek it, striving for the most efficient use of the window space, changing to it; legislative restrictions; influence of the foreign registration market; The restrictions imposed by Russian public opinion, sometimes negatively perceiving some advertising technologies.

The author pays a lot of attention to the influence provided by the work of foreign advertising specialists on the development of both Russian and Soviet windows. Moreover, as the results of the study show, this influence played a significant role in the formation of new requirements for the design of shop windows in our country throughout the time under consideration.