“Sugar invigorates”. Sugar consumption propaganda 1925–1932
The book describes the propaganda ca... more “Sugar invigorates”. Sugar consumption propaganda 1925–1932
The book describes the propaganda campaign carried out in the interwar period in Poland by Melchior Wańkowicz on behalf of the sugar cartel. Wańkowicz created the famous slogan “Sugar invigorates”, which quickly entered the colloquial language and still functions today. The publication also discusses the history of sugar and its consumption in Poland, explains the reasons for starting an advertising campaign and describes the way it was run. It shows the public response to sugar makers’ activities – satirical drawings, memoirs, poems – and cites statistical data on sugar production, consumption and prices, which prove the effectiveness of the campaign.
Miliony turystów odwiedzają Budapeszt
specjalnie po to, by podziwiać jego imponujące XIXwieczne
... more Miliony turystów odwiedzają Budapeszt
specjalnie po to, by podziwiać jego imponujące XIXwieczne
dziedzictwo. Nasze spojrzenie na stolicę
Węgier było inne. Bardziej niż monumentalne
kamienice interesowały nas ślady, które w tkance
miasta pozostawiły po sobie zmieniające się władze.
W niniejszej książce opisaliśmy kilkanaście miejsc
pamięci, na których podstawie staramy się wysnuć
szersze wnioski na temat węgierskiej pamięci
zbiorowej.
W niniejszej książce prześledziliśmy losy
kilkunastu obiektów, skupiając się na ich historii.
W swoich badaniach cofaliśmy się do ostatnich
dekad XIX wieku. Badaliśmy, jak dane miejsca
pamięci funkcjonowały w czasach monarchii austrowęgierskiej,
Węgierskiej Republiki Rad, Królestwa
Węgierskiego, Węgierskiej Republiki Ludowej i przez
ostatnie 26 lat w demokratycznym państwie.
Interesowało nas przede wszystkim to,
jakiej pamięci zbiorowej dane miejsce było kiedyś
nośnikiem, a jakiej jest obecnie; jaki wpływ miała
na nie polityka historyczna poszczególnych
władz.
In interwar Poland sugar was manufactured and sold by a cartel organisation. A large part of prod... more In interwar Poland sugar was manufactured and sold by a cartel organisation. A large part of produced sugar was allocated for export, mainly due to the low domestic consumption which in 1924 amounted to 6.7 kg per capita. The world sugar crisis resulted in the necessity to increase it. In 1925 Polish producers of sugar began educational and promotional actions to increase the consumption of sugar. A broad propaganda campaign was launched in 1930, prepared and carried on by the writer and political journalist Melchior Wańkowicz, the author of a popular slogan “Sugar invigorates” (cukier krzepi). The main purpose was to reach every single group of society through a message specially focused on and tailored to their specific needs. Sugar was advertised as healthy, invigorating, relatively cheap and thoroughly Polish. The conviction that sugar was healthy became very popular in the interwar period, although there was also an awareness of hazards of its overuse. It did not concern poor people, for example peasants and unemployed, who often could not afford even small amounts of sugar. Its high price (ca. 1.5 zlotys for one kilo) made the sugar cartel being criticised. During the Great Depression the sale volume of sugar, like many other commodities, systematically decreased, but the drop was smaller than in the case of beer, matches or paraffin, but higher than of salt or yeast. A sharp increase in the sugar consumption in 1936 was accompanied by its price cut, and witnessed the end of the economic crisis. It is difficult toexactly determine the actual contribution of the propaganda campaign with its slogan “SugarInvigorates” to the changes in the consumption of sugar, but it is certain that it could have some influence on the people’s and government’s opinion that sugar was essential and had to be cheaper. But even after its price was cut to one zloty per kilo, it was still high, and in 1938 the consumption was 12.2 kg per capita. Thus, it is evident that sugar was not a product of everyday use for the broad masses of the society of the Second Polish Republic.
In October 1944, after the Warsaw Uprising, almost all of the inhabitants were forced to leave th... more In October 1944, after the Warsaw Uprising, almost all of the inhabitants were forced to leave the city. Some 1000 remained in the ruins trying to survive in hiding while the German troops systematically destroyed the city. The Robinsons usually formed small groups and occupied bunkers created in the basements. Many of them kept journals and organized some form of community. Many of the survivors reffered o themselves as Robinson Crusoes. The arrival of the Red Army on 17th of January 1945 was the last day of their torment.
“Sugar invigorates”. Sugar consumption propaganda 1925–1932
The book describes the propaganda ca... more “Sugar invigorates”. Sugar consumption propaganda 1925–1932
The book describes the propaganda campaign carried out in the interwar period in Poland by Melchior Wańkowicz on behalf of the sugar cartel. Wańkowicz created the famous slogan “Sugar invigorates”, which quickly entered the colloquial language and still functions today. The publication also discusses the history of sugar and its consumption in Poland, explains the reasons for starting an advertising campaign and describes the way it was run. It shows the public response to sugar makers’ activities – satirical drawings, memoirs, poems – and cites statistical data on sugar production, consumption and prices, which prove the effectiveness of the campaign.
Miliony turystów odwiedzają Budapeszt
specjalnie po to, by podziwiać jego imponujące XIXwieczne
... more Miliony turystów odwiedzają Budapeszt
specjalnie po to, by podziwiać jego imponujące XIXwieczne
dziedzictwo. Nasze spojrzenie na stolicę
Węgier było inne. Bardziej niż monumentalne
kamienice interesowały nas ślady, które w tkance
miasta pozostawiły po sobie zmieniające się władze.
W niniejszej książce opisaliśmy kilkanaście miejsc
pamięci, na których podstawie staramy się wysnuć
szersze wnioski na temat węgierskiej pamięci
zbiorowej.
W niniejszej książce prześledziliśmy losy
kilkunastu obiektów, skupiając się na ich historii.
W swoich badaniach cofaliśmy się do ostatnich
dekad XIX wieku. Badaliśmy, jak dane miejsca
pamięci funkcjonowały w czasach monarchii austrowęgierskiej,
Węgierskiej Republiki Rad, Królestwa
Węgierskiego, Węgierskiej Republiki Ludowej i przez
ostatnie 26 lat w demokratycznym państwie.
Interesowało nas przede wszystkim to,
jakiej pamięci zbiorowej dane miejsce było kiedyś
nośnikiem, a jakiej jest obecnie; jaki wpływ miała
na nie polityka historyczna poszczególnych
władz.
In interwar Poland sugar was manufactured and sold by a cartel organisation. A large part of prod... more In interwar Poland sugar was manufactured and sold by a cartel organisation. A large part of produced sugar was allocated for export, mainly due to the low domestic consumption which in 1924 amounted to 6.7 kg per capita. The world sugar crisis resulted in the necessity to increase it. In 1925 Polish producers of sugar began educational and promotional actions to increase the consumption of sugar. A broad propaganda campaign was launched in 1930, prepared and carried on by the writer and political journalist Melchior Wańkowicz, the author of a popular slogan “Sugar invigorates” (cukier krzepi). The main purpose was to reach every single group of society through a message specially focused on and tailored to their specific needs. Sugar was advertised as healthy, invigorating, relatively cheap and thoroughly Polish. The conviction that sugar was healthy became very popular in the interwar period, although there was also an awareness of hazards of its overuse. It did not concern poor people, for example peasants and unemployed, who often could not afford even small amounts of sugar. Its high price (ca. 1.5 zlotys for one kilo) made the sugar cartel being criticised. During the Great Depression the sale volume of sugar, like many other commodities, systematically decreased, but the drop was smaller than in the case of beer, matches or paraffin, but higher than of salt or yeast. A sharp increase in the sugar consumption in 1936 was accompanied by its price cut, and witnessed the end of the economic crisis. It is difficult toexactly determine the actual contribution of the propaganda campaign with its slogan “SugarInvigorates” to the changes in the consumption of sugar, but it is certain that it could have some influence on the people’s and government’s opinion that sugar was essential and had to be cheaper. But even after its price was cut to one zloty per kilo, it was still high, and in 1938 the consumption was 12.2 kg per capita. Thus, it is evident that sugar was not a product of everyday use for the broad masses of the society of the Second Polish Republic.
In October 1944, after the Warsaw Uprising, almost all of the inhabitants were forced to leave th... more In October 1944, after the Warsaw Uprising, almost all of the inhabitants were forced to leave the city. Some 1000 remained in the ruins trying to survive in hiding while the German troops systematically destroyed the city. The Robinsons usually formed small groups and occupied bunkers created in the basements. Many of them kept journals and organized some form of community. Many of the survivors reffered o themselves as Robinson Crusoes. The arrival of the Red Army on 17th of January 1945 was the last day of their torment.
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The book describes the propaganda campaign carried out in the
interwar period in Poland by Melchior Wańkowicz on behalf of
the sugar cartel. Wańkowicz created the famous slogan “Sugar
invigorates”, which quickly entered the colloquial language and
still functions today. The publication also discusses the history
of sugar and its consumption in Poland, explains the reasons for
starting an advertising campaign and describes the way it was run.
It shows the public response to sugar makers’ activities – satirical
drawings, memoirs, poems – and cites statistical data on sugar
production, consumption and prices, which prove the effectiveness
of the campaign.
specjalnie po to, by podziwiać jego imponujące XIXwieczne
dziedzictwo. Nasze spojrzenie na stolicę
Węgier było inne. Bardziej niż monumentalne
kamienice interesowały nas ślady, które w tkance
miasta pozostawiły po sobie zmieniające się władze.
W niniejszej książce opisaliśmy kilkanaście miejsc
pamięci, na których podstawie staramy się wysnuć
szersze wnioski na temat węgierskiej pamięci
zbiorowej.
W niniejszej książce prześledziliśmy losy
kilkunastu obiektów, skupiając się na ich historii.
W swoich badaniach cofaliśmy się do ostatnich
dekad XIX wieku. Badaliśmy, jak dane miejsca
pamięci funkcjonowały w czasach monarchii austrowęgierskiej,
Węgierskiej Republiki Rad, Królestwa
Węgierskiego, Węgierskiej Republiki Ludowej i przez
ostatnie 26 lat w demokratycznym państwie.
Interesowało nas przede wszystkim to,
jakiej pamięci zbiorowej dane miejsce było kiedyś
nośnikiem, a jakiej jest obecnie; jaki wpływ miała
na nie polityka historyczna poszczególnych
władz.
The main purpose was to reach every single group of society through a message specially focused on and tailored to their specific needs. Sugar was advertised as healthy, invigorating, relatively cheap and thoroughly Polish. The conviction that sugar was healthy became very popular in the interwar period, although there was also an awareness of hazards of its overuse. It did not concern poor people, for example peasants and unemployed, who often could not afford even small amounts of sugar. Its high price (ca. 1.5 zlotys for one kilo) made the sugar cartel being criticised.
During the Great Depression the sale volume of sugar, like many other commodities, systematically decreased, but the drop was smaller than in the case of beer, matches or paraffin, but higher than of salt or yeast. A sharp increase in the sugar consumption in 1936 was accompanied by its price cut, and witnessed the end of the economic crisis. It is difficult toexactly determine the actual contribution of the propaganda campaign with its slogan “SugarInvigorates” to the changes in the consumption of sugar, but it is certain that it could have some influence on the people’s and government’s opinion that sugar was essential and had to be cheaper. But even after its price was cut to one zloty per kilo, it was still high, and in 1938 the consumption was 12.2 kg per capita. Thus, it is evident that sugar was not a product of everyday use for the broad masses of the society of the Second Polish Republic.
The book describes the propaganda campaign carried out in the
interwar period in Poland by Melchior Wańkowicz on behalf of
the sugar cartel. Wańkowicz created the famous slogan “Sugar
invigorates”, which quickly entered the colloquial language and
still functions today. The publication also discusses the history
of sugar and its consumption in Poland, explains the reasons for
starting an advertising campaign and describes the way it was run.
It shows the public response to sugar makers’ activities – satirical
drawings, memoirs, poems – and cites statistical data on sugar
production, consumption and prices, which prove the effectiveness
of the campaign.
specjalnie po to, by podziwiać jego imponujące XIXwieczne
dziedzictwo. Nasze spojrzenie na stolicę
Węgier było inne. Bardziej niż monumentalne
kamienice interesowały nas ślady, które w tkance
miasta pozostawiły po sobie zmieniające się władze.
W niniejszej książce opisaliśmy kilkanaście miejsc
pamięci, na których podstawie staramy się wysnuć
szersze wnioski na temat węgierskiej pamięci
zbiorowej.
W niniejszej książce prześledziliśmy losy
kilkunastu obiektów, skupiając się na ich historii.
W swoich badaniach cofaliśmy się do ostatnich
dekad XIX wieku. Badaliśmy, jak dane miejsca
pamięci funkcjonowały w czasach monarchii austrowęgierskiej,
Węgierskiej Republiki Rad, Królestwa
Węgierskiego, Węgierskiej Republiki Ludowej i przez
ostatnie 26 lat w demokratycznym państwie.
Interesowało nas przede wszystkim to,
jakiej pamięci zbiorowej dane miejsce było kiedyś
nośnikiem, a jakiej jest obecnie; jaki wpływ miała
na nie polityka historyczna poszczególnych
władz.
The main purpose was to reach every single group of society through a message specially focused on and tailored to their specific needs. Sugar was advertised as healthy, invigorating, relatively cheap and thoroughly Polish. The conviction that sugar was healthy became very popular in the interwar period, although there was also an awareness of hazards of its overuse. It did not concern poor people, for example peasants and unemployed, who often could not afford even small amounts of sugar. Its high price (ca. 1.5 zlotys for one kilo) made the sugar cartel being criticised.
During the Great Depression the sale volume of sugar, like many other commodities, systematically decreased, but the drop was smaller than in the case of beer, matches or paraffin, but higher than of salt or yeast. A sharp increase in the sugar consumption in 1936 was accompanied by its price cut, and witnessed the end of the economic crisis. It is difficult toexactly determine the actual contribution of the propaganda campaign with its slogan “SugarInvigorates” to the changes in the consumption of sugar, but it is certain that it could have some influence on the people’s and government’s opinion that sugar was essential and had to be cheaper. But even after its price was cut to one zloty per kilo, it was still high, and in 1938 the consumption was 12.2 kg per capita. Thus, it is evident that sugar was not a product of everyday use for the broad masses of the society of the Second Polish Republic.