Come you deft and comely young ladies, hard-working housewives, fine gentlemen and vigorous heads of households, lads with a sweet tooth and lasses with ruddy cheeks – step right in the shop, take a look around and delve into the world of co-op advertising posters!
Virka Gallery’s summer exhibition reveals the nostalgic and joyful world of co-op advertising posters in the 1950s. The fresh look of the modern and colourful posters remains delightful to this day. The Finnish Co-operative Union advertising posters from the Labour Archives collections are now presented as an extensive exhibition for the first time. Much of the ideology contained in the posters, such as DIY, local food, eco-values and homing, is experiencing a resurgence in popularity in the early 21st century.
The happy lives depicted in the posters of the era also show the annual cycle of activities. They illustrate the four seasons, annual holidays and related activities. Four examples of display windows have been built in the Virka Gallery exhibition space, one for each of the four seasons. The lifestyles shown in the posters are work-filled and economical. They encourage people to make use of the gifts of nature. Gender roles shown in the posters were conservative: the mother as a housewife, the father as the head of the family and an authority figure. Children are depicted as obedient students, future citizens embracing the values of hard work and frugality. Boys are seen as strong and energetic, girls as sweet and innocent.
Exhibition scriptwriters: Jarkko Hyppönen, Tuija Kuusela and Eevaliina Rusanen.
Exceptional opening hours in June 2014 at Virka
On Friday 13th June closed 14.30 – 16.00
On Thursday 19th June 9:00 – 16:00
Fri – Sun 20th – 22th June closed