Ceremonial opening of “Polet” exhibition supported by NIS

March 28, 2013

Nis supported the еxhibition „Polet“ which was ceremonially opened last night in the Cultural Centre of Belgrade, by the Minister of Culture and Media, Bratislav Petkovic. Sanja Lubardic, representing NIS, who is also the director of the External Communications Department, addressed numerous visitors, highlighting that this cultural manifestation was supported by the company within its program „Culture without borders“. The exhibition presented newspapers ads published in the weekly „Еconomic Policy“ between 1969. and 1980. The exibition is opened until 13 of April for visitors in Art Galery and galery Poodroom in Belgrade Cultural Center, Knez Mihajlova Street. It is a sort of an anthology of the time depicting, through a visual narrative, the relationship between the market and commerce, the need to approach consumers and the expansion of marketing rules and concept. Rich visual material is systematically displayed on more than 100 luminous panels accompanied by specific data, so that the entire exhibition functions as a large info-graphics depicting the spirit and social structure of the Yugoslav times in the most suitable manner. The second half of the sixties in the past century in Yugoslavia was marked by the attempt of a huge commercial reform, i.e. introduction of market into the socialist economy. Changes in the system brought about a genuine revolution in the commerce’s relationship to consumers. Companies and banks began to struggle for their position in the market, seeking their own public space. The establishment of new market economy brought about new aesthetics, on display for all visitors of the Polet exhibition.