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)

prize of "Best posters of the year" in the "national planned economy, miscellaneous" category. The foundation of the Reklámszövetség (Advertising Association! in 1975 shows that Hungary's one-party economic and political leadership had finally come to accept the raison d'être of advertising. Magyar Hirdető and the Belkereskedelmi Minisztérium (Interior Affairs Ministry] organised a poster show in the Fészek artist club, putting on display for prospective buyers designs under categories including food industry, chemical products, fashion and industrial articles, finance and tourism. The event was out to raise the standards of commercial posters which, artists and advertising experts agreed, had become eclipsed by cultural posters. The first advertising campaigns The first comprehensive advertising campaign ever held in Communist Hungary was for the Fabulon cosmetic product range produced by the Kőbányai Gyógyszerárugyár IKőbánya Pharmaceutical Factoryl and launched in 1971. Its tasteful and well-balanced advertisements brought a breath of fresh air to the Hungarian sales and promotion industry. The bottles and containers of the Fabulon product range were designed by applied artist Alexandra Nagy. Many other excellent (graphic) artists, photographers, exhibition and printing specialists contributed to the success of Fabulon's famous campaigns. The renowned architect lózsef Finta designed the Fabulon letter type and he was commissioned to design the first Fabulon poster, too. Finta had discovered a series of portraits - intended for a final exam exhibition - by the photographer Andrea Németh of the then 18-year-old Ági Pataki. Using one of these photographs, he designed the famous poster that would make Ági Pataki the "visual representative" of the Fabulon concept and a celebrated fashion model. A decade later, a rival cosmetic product, Helia-D, was launched on the Hungarian market. Slowing the development of wrinkles and regenerating skin cells, the cream was hailed as a "magical substance" in late-Seventies' Hungary. Radio reports, newspaper articles and television programmes were dedicated to the invention and its fate. The inventor, Mrs lenő Nedeczky, was a household name, having created the Patientia hair care brand. Helia-D was patented in 1978, but sadly Mrs Nedeczky did not 31