Cognac. Joint stock company SS Tamazov in Kizlyar (Unknown artist) Soviet Posters (1917-1941)

The composition presents a striking juxtaposition of naturalism and commercial messaging. A large elephant dominates the left portion of the frame, its head angled downwards with a somewhat melancholic expression. The artist rendered the animal with considerable detail, capturing the texture of its skin and the subtle nuances of its features. This realism contrasts sharply with the stylized lettering and graphic elements that occupy the right side.
The central text, Коньякъ (Cognac), is boldly displayed in an ornate Cyrillic font, immediately establishing the product being advertised. Below this, further textual information identifies a joint-stock company and its location within Kizlyar. A bottle of cognac is depicted alongside the text, illuminated as if by internal light, drawing attention to it as the object of desire.
The choice of an elephant as a visual motif is particularly intriguing. Elephants were often associated with strength, memory, and exoticism in late nineteenth-century European and Russian imagery. Their presence here likely served to convey notions of quality, prestige, and perhaps even a sense of adventure or far-off lands – qualities that the cognac company sought to associate with its product. The elephant’s size also suggests abundance and richness, aligning with the perceived luxury of cognac.
The color palette is restricted primarily to red and black, creating a dramatic visual impact. Red evokes feelings of warmth, energy, and excitement, while black provides contrast and emphasizes the text and the animals form. This limited range contributes to the poster’s overall sense of boldness and memorability.
Subtly, theres an element of incongruity at play. The juxtaposition of a wild animal with a manufactured product creates a tension that might have been intended to capture attention or suggest a connection between nature and refinement. It is possible that the artist aimed to convey the idea that this cognac possesses qualities as remarkable and enduring as the elephant itself.