S. Nagy Anikó - Babucsné Tóth Orsolya - Szoleczky Emese: Mindenütt hódít. Reklám a nagy háborúban (1914–1918) (Budapest, 2009)
TARING DY STORM ADVERTISEMENTS IN IDE CREAT IJ1AA Í1914 1918) The promising social and economic development of Hungary - involved in the Austro-Hungarian Monarchy -, the "palmy days of peace," were dramatically interrupted by the outbreak of the First World War in 1914, causing severe disruption to the economy of a country unprepared for modern warfare. Foreign trade grinded to a standstill, and domestic trade, too, saw a rapid decline. In the early twentieth century the colourful world of advertising [posters, advertisements, price lists, catalogues, post cards, counting slips, advertising stamps) in Hungary was of a European standard by every measure, and, in its commercial and cultural way, it followed the historical events of its day. Shrewd street traders were quick to exploit general mobilisation, and sold red-white-and-green national flags for 4 Fillers a piece. "The little flags adorned the hats of not only civilians, but also soldiers, and the more enthusiastic would fly the national colours on the end of their rifles. The street traders most faithful customers were called-up civilians reporting for service, who wore the national colours on their hats." [Budapesti Hírlap 2 nd of August 1914.] Posters assumed such an importance during the First World War that attrected the attention of all the participating countries public. The gentle humour, poise and creativity of poster art exploited the war theme and addressed the peaceful civilian society in the hinterlands. The lively posters of the renowned graphic artists of the time [Dezső Bér, Mihály Bfró, Sándor Bortnyik, Géza Faragó, Imre Földes, etc.) offered goods to buy or invited to cafés, cabarets and the great invention of the time, the moving image. The entertaining posters do reflect loss, deprivation and immeasurable distress. During the war, propaganda and political agitation accompanied the public opinion - shaping role of the poster. They publicised exhibitions and charity events in the masses. They urged war collections, organised by the War Aid Bureau of the Ministry of Defence and many charity associations, such as the Augusta Fund, for helping war widows and orphans and invalid servicemen. War loan posters envisaged victory and urged patriotic sacrifices, but later proclaimed peace instead. The mass-production and sale of wartime memorabilia began.
