CONSUMERISM AND THE PORTRAYAL OF CARS IN RUSSIAN MEDIA: MARKETING IMPLICATIONS

Jean-Luc E. Grosso

Sherry S. Grosso

University of South Carolina Sumter

Teresa L. Smith

University of South Carolina Columbia

Vincent J. Grosso

College of William and Mary

ABSTRACT

This study focuses on the portrayal of automobiles in Soviet and Russian movies. This study

provides evidence that cars were and are still favored to provide political and economic messages

to consumers. This study also shows that cultural ideals do not change very rapidly, and being

aware of this cultural sluggishness is of great importance to businesses marketing their product in

modern Russia.