17/12: Tacky New Year
Ah, the Festive Season! People everywhere go a little crazy. Russia, of course, is no exception. Russians don't really celebrate Christmas, except for those who keep the Orthodox faith closely. Here it is acknowledged on 7th January, a hangover from the Julian Calendar (13 days behind the Gregorian), but for most people the really important festival is New Year's Day.
The reason for this is, I suppose, obvious: The communist regime espoused atheism, but it had to let the people have some kind of festivity. The surprising thing for me is how enthusiastically they have applied the Anglo-American trappings of Christmas to their New Year celebrations. For example, fully decorated "New Year Trees" are everywhere now. Coca-Cola Santas abound, despite Russians having their very own "Grandfather Frost". Advertising and shopping sprees. Office parties in restaurants - it's all here.
In my hometown, like (I'm guessing) many others, the up-market department stores produce wonderful window displays at this time of year. Parents will take their children to town especially to see them. A real family event, and a successful marketing strategy. TSUM, a chic department store located Next to the Bolshoi Theatre, has also embraced this tradition. As you can see from the photo, though, it's not exactly classy.
Written in English are "Happy New Money" (huh?), "Happy New Year" (well, OK, thanks), and "Happy New Sex" (for that special gender-reassignment operation as a New Year gift?). Also, in Russian, but with Roman script "S Novim Godom" (Happy New Year). All feature mannequins in various suggestive poses being ogled by demented-looking mini-Santas, whose suits have faded to soft pink.
So what's the point? Who decided this was a good idea? If the target audience is Russians, why are the signs in English? If Expats, they've missed the mark, as the theme is not clear, and the English doesn't make sense. It's certainly not the family affair I referred to earlier. It's funny, but I doubt for the reasons they intended. A tacky New Year indeed.
The reason for this is, I suppose, obvious: The communist regime espoused atheism, but it had to let the people have some kind of festivity. The surprising thing for me is how enthusiastically they have applied the Anglo-American trappings of Christmas to their New Year celebrations. For example, fully decorated "New Year Trees" are everywhere now. Coca-Cola Santas abound, despite Russians having their very own "Grandfather Frost". Advertising and shopping sprees. Office parties in restaurants - it's all here.
In my hometown, like (I'm guessing) many others, the up-market department stores produce wonderful window displays at this time of year. Parents will take their children to town especially to see them. A real family event, and a successful marketing strategy. TSUM, a chic department store located Next to the Bolshoi Theatre, has also embraced this tradition. As you can see from the photo, though, it's not exactly classy.
Written in English are "Happy New Money" (huh?), "Happy New Year" (well, OK, thanks), and "Happy New Sex" (for that special gender-reassignment operation as a New Year gift?). Also, in Russian, but with Roman script "S Novim Godom" (Happy New Year). All feature mannequins in various suggestive poses being ogled by demented-looking mini-Santas, whose suits have faded to soft pink.
So what's the point? Who decided this was a good idea? If the target audience is Russians, why are the signs in English? If Expats, they've missed the mark, as the theme is not clear, and the English doesn't make sense. It's certainly not the family affair I referred to earlier. It's funny, but I doubt for the reasons they intended. A tacky New Year indeed.
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waytorussia wrote: