Beer. Water. Shabolovsky factory. Karniev. Gorshanov and Co. Moscow. (Unknown artist) Soviet Posters (1917-1941)

The composition presents a striking visual advertisement, employing a dynamic arrangement of elements to promote beverages and associate them with modernity and progress. Here we see two bottles suspended from a biplane in flight against a backdrop of a stylized cityscape bathed in the warm hues of sunset. The bottles themselves are rendered in varying shades of green and amber, suggesting different types or flavors within the product range.
The biplane’s presence is significant; it immediately establishes a connection to the burgeoning aviation era, symbolizing technological advancement and speed – qualities that would have been highly desirable associations for consumer goods at the time. The aircrafts trajectory suggests movement and distribution, implying widespread availability of the advertised products.
Below the aerial scene, bold Cyrillic lettering proclaims Пиво (Beer) and Воды (Water), clearly identifying the primary offerings. This text is positioned above a decorative shield-like frame containing further textual information about the manufacturer: “Шаболовский завод” (Shabolovsky Factory), “Карниевъ Горшановъ и Ко.” (Karniev, Gorshanov and Co.), and Москва (Moscow). The shield itself is adorned with heraldic imagery – likely emblems of the company or its founders – further reinforcing a sense of established quality and prestige.
The cityscape in the background, though simplified, evokes Moscow’s architectural identity through the suggestion of domes and spires. This grounding element anchors the advertisement to a specific geographic location, appealing to local consumers while also hinting at broader reach. The sunset colors contribute to an overall feeling of optimism and prosperity.
Subtly, the image conveys more than just product promotion. It speaks to a period of rapid industrialization and societal change in Russia, where new technologies were embraced as symbols of modernity and national ambition. The advertisement’s design leverages these cultural currents to create a compelling message: associating the beverages with progress, quality, and the dynamism of modern life.