Transition from communism to democracy in Romanian advertising
(University of Bucharest, Romania)
ABSTRACT: 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 political system, professionals’ training, and consumer needs. Given that consumer behaviour 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 metgod 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 twocontrasting attitudes during the transition: fistly brands denied their past; secondly, they began to use it to prove their endurance and stability.