Advertising in a tram is cheap, rational. (Bulanov D.) Soviet Posters (1917-1941)

The composition presents a stylized depiction of a tram car, rendered in a stark and graphic manner characteristic of Constructivist aesthetics. The background is divided into horizontal bands: a dark upper section containing Cyrillic text, a blue middle band, and a black lower portion that forms the base for the tram’s representation.
The tram itself dominates the central space. Its form is simplified to essential geometric shapes – rectangles and trapezoids – with a limited color palette of red, yellow, white, and gray. The lettering Реклама в трамвае (Advertising in a Tram) is prominently displayed across the top of the car in bold, sans-serif type. Smaller banners hanging from the tram proclaim “Дешева” (Cheap) and “Рациональна” (Rational), reinforcing the advertisement’s core message.
Above the tram, within the dark upper band, we see a rectangular block containing text identifying an advertising agency and contact information. The Cyrillic inscription Читается ежедневно миллионом людей (Read daily by a million people) is positioned above this block, emphasizing the potential reach of the advertised medium. A vertical exclamation mark punctuates the scene, adding a sense of urgency and visual dynamism.
The artist employed a deliberate flatness in the rendering, eschewing any illusionistic depth or perspective. This contributes to the poster’s directness and its intended impact on the viewer. The overall effect is one of calculated efficiency – mirroring the purported rationality of advertising within public transportation.
Subtly, the image conveys a sense of industrial modernity and the increasing integration of commercial messaging into urban life during the early Soviet period. The tram, as a symbol of mass transit and accessibility, becomes a vehicle not only for passengers but also for persuasive communication. The starkness of the design suggests an attempt to bypass traditional artistic sensibilities in favor of a more functional and impactful form of visual propaganda.