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)

The second most successful campaign of the 1970s (after Fabulon) was held by the Skála department store. The opening of the store in the spring of 1976 was preceded by a vast campaign which had begun when the foundations of the building were laid. Sándor Demján, the manager of the store, brought together a gifted team. He appointed as head of propaganda Ildikó Takács who had graduated from an English PR academy. Excellent graphic artists and advertising specialists took part in the project. István Sas produced the multi-award-winning television commercials. Ági Komjáthy became the "face" and hostess of the store. In the Seventies there was a rising demand for jeans. Imported trousers and jeans bought by tourists abroad were simply not enough, so Skála-Coop introduced and promoted the Hungarian brand Trapper. Although Kálmán Molnár produced an evocative poster, the Hungarian jeans never became very popular. The 2D and 3D geometrical forms of the Hungarian-born artist Vasarely (Győző Vásárhelyi) inspired many young graphic artists (to mention but a few, Károly Schmal's Korszerű táplálkozás... IModern eating], Zoltán Herpai's Flórián üzletközpont [Flórián Shopping Centre] and István Kulinyi's A műanyag az igazi [It's plastic]). By the end of the decade, graphic designs were being replaced by photo-montages, a trend initiated by lózsef Finta. The photographic posters of József Tóth (or "Füles" as he is commonly known) were conceived in the Fifties' and Sixties' tradition of advertisements based on a humorous idea. The formal variety lived on "The formal variety lived on in the Eighties' poster art, reflecting the new phenomena of the art scene, and drawing on the results of the great graphic artists of the previous decade and their renewed works. The grip of cultural policies was eased and led to greater than ever freedom of choice of artistic means." Katalin Bakos In commercial advertising posters were increasingly being produced by teams, with the help of advertising experts, as part of comprehensive campaigns - including radio and TV spots and newspaper advertisements. The advertisements for Woolmark, COMPACK, Gabi baby care products and MINO shoes are a case in point. 33