Rédey Judit (szerk.): Nyitunk, Plakátok a szocializmusban, 1945-1989, Magyar Kereskedelmi és Vendéglátóipari Múzeum időszaki kiállítás 2009. október - 2010. február. Kiállításvezető (Budapest, Magyar Kereskedelmi és Vendéglátóipari Múzeum, 2009)

women returned to more subtle, pretty and fashionable dresses. Magazines were devoting more and more space to beauty, child rearing and household management, and even cosmetic tips. The number of cosmetic-related advertisements was on the rise. The Röltex Vállalat |RöItex Companyl was set up in 1950 for the sale of fashionable accessories, haberdashery and household textiles, advertised by the company's emblematic figure, Rózsi Röltex, a little red girl. The period was fond of similar cute advertisement figures, also including Ottó Lottó (lottery). In 1957 state lottery was introduced, complementing football pools that had by then been played for ten years. Both games were administered by the Országos Takarékpénztár (OTP) (National Savings Bank|. In the Fifties, the population contributed "voluntary surplus taxes" (such as peace loans) to building Communism. The lottery tickets issued by OTP served the same means, providing surplus income for the planned economy. Beyond Socialist Realism Change and moving on from Socialist Realism began with the collective efforts of graphic artists. In the winter of 1955 they set out to organise the Second Hungarian Poster Exhibition with a view to setting higher artistic standards in advertising graphics and standing ground in the face of prevailing cultural policies. After the exhibition - which opened in the spring of 1956 - Hungarian poster art underwent fundamental change. The turn was tangible in posters advertising cultural events, while the process was somewhat slower in commercial posters. The most common type of poster in the latter half of the Fifties was entertaining and frequently employed caricature. Slogans in rhyme were popular. Gyula Fejér's and lános Macskássy's poster-with the text "Egyél halat, a legjobb falat" |"Eat fish, it's the bestest dish"] and the cheerful figure of a fish - evoked in Budapesters memories of Gyula lenő Padányi's 1927 poster "Mondja marha, mért oly bús..." |"Tell us, bore, why are you so gloomy"| which had made a come-back after the war. The popularity of the theme is proved by the fact that various versions of the slogan appeared in other posters. The earliest version - "Együnk halat, a legjobb falat" |"Let's eat fish, it's the bestest dish"| - was conceived in a typically Socialist-Realist style 27