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)

by an anonymous artist. In Róbert Muray's advertisement "Egyen halat, a legjobb falat" |"Eat fish, it's the bestest dish"] a girl with a modern, cropped hairstyle carries the fish in the characteristic net bag of the period, and its style points to the Sixties. A new era in Hungarian advertising graphics The Sixties was an active and prolific period in Hungarian poster art. Artists were relatively free to engage in self-expression and experimentation. Retribution after the 1956 uprising was followed by a period of consolidation, and the subsequently launched New Economic Mechanism stimulated every area of advertisement, including poster art. The economy of scarcity was not over, of course, but advertising - as an economic factor - nevertheless rose to prominence, assuming a key role in regulating commerce and consumption, and fostering growth. Advertising remained an important means of conveying information, educating and shaping tastes. The poster - a modern work of art enriching the appearance of cities - soon became a symbol of rising living standards, individual well-being, thawing relations with the West and cultural prosperity. The relaxing of hard-line cultural policies helped the renewal of artistic solutions. Hungarian advertising graphics came abreast of the international mainstream.The range of themes of commercial advertisements expanded. More and more posters advertising groups of products (fruit juices, damask tablecloths, tweed fabrics, gloves, specialoccasion clothes), new fashion products and domestic appliances could be seen around the country. Brand advertisements (Amigo, Omnia and Rio coffee, Rapid, Unimo and Luna washing powder, Orion and Videoton televisions and the Pajtás camera) became common and many posters promoted products and services helping the work of housewives (cut and cleaned poultry, pressure cookers and subscription meals). The KÖZÉRT company's slogan "Könnyű vacsora nem hizlal!" |'A light supper is not fattening"] indicates concerns about healthy eating. The 1964 poster Nyitunk lOpening soon] by László Sós and Éva Kemény (So-ky), created for the Divatcsarnok IFashion Hall|, was chosen for the title of this exhibition for a good reason. Firstly, it is a creative, attention-grabbing poster, and secondly, it can be regarded as a symbol of the relatively free 28