Cocoa of the Einem partnership. Moscow. (Unknown artist) Soviet Posters (1917-1941)

This is an advertisement for Einems Cocoa, produced in Moscow in 1897. The central figure is a woman dressed as a nurse, wearing a distinctive white coif and apron over a black dress, with a white armband bearing a red cross. She is holding a tray with a steaming cup of cocoa and a tin of the product.

The subtexts of this advertisement are layered and effectively convey its message:

• Health and Purity: The depiction of a nurse is a powerful symbol of health, care, and well-being. By associating their cocoa with a nurse, Einems brand suggests that their product is not only delicious but also wholesome and beneficial for ones health. The red cross further reinforces this association with healing and medical assistance.

• Warmth and Comfort: The steaming cup of cocoa immediately evokes feelings of warmth, comfort, and nourishment, especially relevant for a beverage that is often consumed to soothe and revitalize. The gentle smile of the nurse and the soft lighting contribute to this sense of cozy indulgence.

• Trust and Reliability: The iconic Russian Imperial double-headed eagle crest at the top signifies authority, prestige, and the endorsement of the state. This visual cue implies that Einems products are of high quality and trusted, likely even patronized by the imperial family. The clear branding and Moscow origin further build trust and familiarity.

• Nourishment and Strength: Cocoa, especially in historical contexts, was often promoted as a fortifying drink. The image of the nurse preparing to serve the cocoa suggests it is a restorative beverage, suitable for those needing energy and sustenance.

• Social Status and Modernity: The style of dress and the overall composition suggest a degree of elegance and refinement. The nurse, presented as a figure of calm and competence, might also subtly link the product to modern, organized care and a certain societal progress.

In essence, the advertisement uses the recognizable and trusted image of a nurse, combined with symbols of national prestige, to position Einems Cocoa as a healthy, comforting, and high-quality beverage that provides nourishment and is endorsed by authority.