Estók János (szerk.): A Magyar Mezőgazdasági Múzeum Közleményei 2008-2010 (Budapest, 2010)
Farkas Gyöngyi: Plakátok a Magyar Mezőgazdasági Múzeumban
Posters in the Museum of Hungarian Agriculture GYÖNGYI FARKAS In the Museum of Hungarian Agriculture nearly a thousand posters can be found in the Poster and Broadsides Collection created in 1966. Most of them originate from the time after 1945, primarily from the 1950's and 1960's. After the Second World War the characteristic advertisements of commodities ceased to exist along with the capitalist market economy. The ’’socialist” economy void of market competition did not require this form of promotion. However, the role of centralized agrarian propaganda and the posters' informative function had strong political content in the 1950's. However, even in the beginning of the 1950's the main stream of propaganda directed by the agrarian portfolio kept its professional character. The posters showed the techniques and methods of production and propagated the modernization ideas of their publisher, the Agricultural Ministry. According to the picture shown by the posters, the characteristics of modern agriculture were the mechanization of most of the agricultural labor processes, the wide use of chemical fertilizers and insecticides, and the application of the latest methods of production. The posters in the 1950's propagated that all of these could be realized effectively within the frames of large-scale production. In the sixties, when the farmers did not have to be persuaded of the advantages of large-scale production - they were compelled to join the cooperatives independent of their belief - the central aspect of propaganda was not to set the small-scale farm against the large-scale estates, but the implementation of the large-scale estate. The posters of the fifties were characterized by the ’’szocreál” (socialist-realist) style, a detailed portrayal of idealized peasant characters set in idyllic rural environment, the preference of strong colors. Starting form the sixties the creators' unique ideas re-appeared on the posters; the naturalistic portrayal was replaced by conventionalized forms. Tejtermelésre buzdító plakát, Pál György, 1950-es évek eleje
