Dreaming of the West: The power of the brand in Soviet Lithuania, 1960s–1980s |
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Authors: | Brigita Tranavi?iūt? |
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Institution: | 1. Kaunas University of Technology, Institute of Architecture and Construction, Kaunas, Lithuaniabrigita.tranaviciute@ktu.lt |
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Abstract: | AbstractThe article reveals the interest in foreign trademarks observed in Lithuanian society from the 1960s through the 1980s, when the demand for brand names spread after Western culture reached the Soviet Union. The consumption of Western cultural products, or imitations thereof, became one of the key symbolic expressions of freedom in Soviet society. In Lithuania, the most popular clothes were those bearing fake trademarks, even though Soviet authorities attempted to prevent the desire for and the wearing of these garments through the use of ideological tools. |
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Keywords: | Homeworkers craft business craftsmen falsification foreign trademarks foreign brands material consumption cultural consumption Western cultural products Western fashion |
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