The People's Commissariat for Food Industry of the USSR Glavparfyumer Sanit TEZHE (Bogor I.) Soviet Posters (1917-1941)

The composition presents a young woman in aviators attire, her gaze directed upwards and slightly off-center. The background is dominated by a deep blue hue, which serves to accentuate the figure and the bold typography overlaying it. A large, stylized script proclaims a brand name – Sanit – in white lettering that curves dynamically across the upper portion of the image. Above this prominent text, Cyrillic characters identify an affiliation with the Peoples Commissariat for Food Industry of the USSR and Glavparfyumer.
The woman’s expression is one of optimistic confidence; a broad smile reveals healthy teeth, suggesting vitality and well-being. Her clothing – a leather flying helmet and a dark coat layered over a patterned scarf – implies modernity and an association with technological advancement and perhaps even heroism. The artist has rendered her features with a degree of realism, yet they are idealized to convey a sense of robust health and attractiveness.
In the lower portion of the image, a product is displayed: a tube labeled TEZHE alongside smaller text indicating it’s a “tooth paste.” This placement directly links the brand to oral hygiene, subtly suggesting that this product contributes to the overall health and vigor embodied by the woman depicted. The stylized rendering of the tube and its associated branding reinforces the sense of modern industrial production.
The subtexts embedded within the work are significant. Here we see a deliberate attempt to connect consumer goods with national identity and progress. The association of Sanit with an image of a young, capable woman in aviation gear implies that using this product is not merely about personal hygiene but also about participating in the broader project of Soviet modernization and contributing to the nation’s strength. The upward gaze of the figure suggests aspiration and optimism towards the future, aligning the brand with these ideals. The overall effect is one of persuasive messaging designed to encourage consumption by associating it with desirable qualities like health, modernity, and national pride.