The perfect citizen

Smoke cigarettes
I. Rosanov, S. Sakharov, 1950

Just smoke cigarettes. No brand advertized whatsoever. This was because in the Soviet times all the factories were controlled by the ministries, which were specifying the amount of goods to produce. So to meet the goals (fulfill the plan, sent down by the Party) the ministries were issuing orders to the factories and works to make quantities of, say, cigarettes for a certain amount of money. The factories were producing them, utilizing the suppliers (which were in tern coordinated by the same ministries) and paying with the money from ministries. The stores were to sell these goods at fixed prices. A planned economy that is. The only thing not set in the equation was the client. This year he needs more shoes, next time the interest is driven to hats. The planned economy is too sluggish to follow the trends, and moreover it cannot follow the demand, resulting in constant shortages.

This very poster advertises cigarettes as a product. The reason for this is that the majority of the Soviet citizens were smoking homegrown low-quality tobacco (makhorka). The ministry of Food Industry (GlavTabak) – mentioned in the right top corner of this poster, had set increase of cigarettes’ production as their goal in the Five Year Plan, so to increase the demand for the expensive smoking products (and cigarettes were high-priced compared to makhorka) this poster was published.

The man on the poster is a Russian version of a Marlboro Man. He symbolizes the best personal qualities needed after the war. This is a Soviet engineer or a scientist: young, educated and handsome as well – this is an advertizing poster after all. The country was deep in the Cold War and the only way to win it was to advance technically and industrially. For the next ten years this is the scientist who is the positive protagonist of the Soviet culture.

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A bigger pack

Smoke cigarettes “The Pack”
M. Bulanov, 1927

A tobacco advertizing poster from the NEP era. The slogan says:

Smoke cigarettes “The Pack”
[Available] Nowhere but in Mosselprom

The poster advertizes cigarettes named as simple as “The Pack”. The poster shows “The Pack” stationed on a gun carriage, forming a cannon with multiple barrels – the cigarettes themselves. This goes back to the popular vanity show of the times – a human cannon ball. The cannon has just fired a shot, and there is a smiling man riding a flying “papirosa” (a cigarette without a filter). He is dressed in a typical store clerk clothes – “kosovorotka” or Russian shirt, “kartuz” or peaked cap and jack boots. The store clerks responsible for the wholesale purchase were the target audience, as there was a Mosselprom building pictured in the background there. The poster was bright and energetic enough to attract attention to the cigarettes with such an ordinary name – “The Pack”.

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Nobody has died because of not smoking, but why take a chance?

Tobacco is a poison. Quit smoking!
Ignat'ev N., 1957

This is a very famous soviet poster dated 1957. It already became a part of Russian culture and launched a powerful meme known to everybody.

The bold yellow letters say: “Tobacco is a Poison. Quit Smoking!” The small information block in the center declares: “Nicotine extracted from 4 cigarettes kills a rabbit, and it takes only a 100 cigarettes’ worth of nicotine to kill a horse”. Images of dead animal bodies complete the heartrending picture.

Immediately after the release of the poster numerous jokes were born. They involved animals consuming various substances with deadly consequences, like “A drop of nicotine kills a horse, or blows a hamster up to infinity”.

The pack of cigarettes in the right upper corner is one of the major tobacco brands popular in the Soviet Union: “Kazbek”, named after the Kazbek Mountain on the Caucasus. The pack layout features distinctive horseman and the mountain’s background. This is another truly brilliant graphical work, which could easily compete with the famous “Gitanes” design… if only the tobacco was good. But it was not, as at that time rural population was smoking home-grown tobacco of an awful quality and even in the cities filters were not common until 80s.

The big burning cigarette on the poster is a typical cigarette design of the era – small tobacco fill and a large empty tip made of cardboard. A smoker had to crumple the tip in a certain way so that tobacco grits did not get into his mouth while inhaling.

And now this poster has new life, as many smokers, who dream about quitting the deadly habit nowadays, often hang reprints of this poster at their workplaces because of its humorous nature and historical background.

Welcome to Soviet Marlboro Country!

Smoke Captain’s Cigars!
Sakharov S. G., 1939

This is another distinctive tobacco poster. Dated 1939, right before the WW2, it promotes smoking of “Glavtabak” tobacco products. By this time all separate tobacco factories got consolidated under the “NarkomPischeProm” Ministry (National Food Industry Ministry), which was forming state orders to produce certain quantities of goods. It were the governmental officials, who were defining what soviet citizens could eat, drink, wear and smoke.

In 1935 Stalin declared that “It is people who are the most valuable asset”. This give way to the petty-bourgeois pleasures, like dancings, jazz, flowers on streets. Several recreational parks were opened, with the Gorky Park (named after famous Russian writer Maxim Gorky) in the center of Moscow. They were called “Parks of Culture and Recreation”, reminding that they are not about recreation only.

Nevertheless, the soviet society was heavily stratified. The majority was working in kolkhozy and on factories for 12 hours a day, 6 days a week for the wages which weren’t enough to buy ample food and to get rid of shabby clothes. On the other hands, the officials, trusted folk and young professionals were allowed to get goods at low prices or for free and visit resorts.

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You don’t smoke or drink – oh my! Do you think, you'll never die?

Everyone smokes!
Unknown artist, 1923

In Russia tobacco and alcohol has always been quite popular, being one of the main sources for state treasury income. Tobacco was brought to Russia in the 16^th century during the reign of Russian tsar Ivan the Terrible. Later smoking was strictly prohibited, as it supposedly caused a vicious fire which burned down Moscow in 1634. Infringers were subject to chopping of their noses. During the next 50 years Russian rulers were prohibiting and legalizing tobacco, until realizing that monopolization of the tobacco market could result in fantastical profits.

After the WW1 the Bolshevics were in financial trouble, as the country economy struggled to survive the nationalizing and planned economy measures. Tobacco and alcohol were the most significant financial drivers for the young soviet government, so massive advertising campaigns started – promoting tobacco and smoking. Although nationalized some factories were still operating under old brands.

This poster says: “Everyone smokes! Donskaya State Tobacco Factory (fomer Asmolov and Co)”. And this was sad but true – more than 90% of the adult population were smoking tobacco in the twenties. Later, this figure went down, albeit slowly, resulting in 70% of smokers among the adult male population nowadays.