The most businesslike, neatest one – in GUM, get a Moser clock. GUM. Upper trading rows. (Rodchenko A., Mayakovsky V.) Soviet Posters (1917-1941)

This is a Soviet Constructivist advertisement poster created by Rodchenko and Mayakovsky in 1923. The poster promotes GUM (Main Department Store) and Moser clocks, urging consumers to purchase them.

Visual Elements:

• Central Motif: The dominant element is the large, red circle enclosing the letters ГУМ (GUM). This circle is surrounded by a chain of pocket watches, symbolizing time and precision.
• Typography: Bold, geometric, and dynamic lettering is characteristic of Constructivism. The text is strategically placed at angles and in varying sizes to create visual interest and emphasis.
• Color Palette: The poster uses a limited but impactful color scheme of red, black, yellow, and beige, common in Soviet propaganda and advertising of the era.
• Imagery of Watches: Various pocket watches are depicted, showcasing different designs and timepieces. Some are arranged in a circular fashion, reinforcing the theme of time. At the top center, an image of a clock face is featured within the GUM logo.
• Text: The main text reads: САМЫЙ ДЕЛОВОЙ (The most businesslike), АККУРАТНЫЙ СОМЫЙ (The most accurate), and В ГУМЕ ОБЗАВЕДИСЬ МОЗЕРОВСКИМИ ЧАСАМИ (In GUM, equip yourself with Moser clocks).

Subtexts and Symbolism:

• Modernity and Efficiency: The emphasis on businesslike and accurate reflects the Soviet Unions drive for industrialization, efficiency, and modernization. Owning accurate timekeeping devices was presented as a sign of being a productive and modern citizen.
• Consumerism and Urgency: The imperative command ОБЗАВЕДИСЬ (equip yourself) creates a sense of urgency and encourages immediate action. The poster aims to stimulate demand for these specific clocks and, by extension, for goods at GUM.
• Brand Promotion: The poster clearly promotes both GUM as a premier shopping destination and Moser clocks as a high-quality, desirable product. The combination suggests that purchasing these clocks at GUM is the most sensible choice for a well-organized person.
• Constructivist Aesthetics: The poster embodies the principles of Constructivism, using geometric shapes, bold typography, and a functional, dynamic composition to convey its message effectively. The perceived construction of the poster itself mirrors the Soviet ideal of building a new society.
• Social Values: The advertisement subtly promotes certain social values that were important in the early Soviet period: industriousness, punctuality, and a serious approach to life and work.

In essence, the poster is a powerful piece of early Soviet advertising that uses striking visual design and persuasive language to promote consumer goods within the context of building a modern, efficient society.