Zeitschrift für Slawistik
Ed. by Kosta, Peter / Kuße, Holger / Prunitsch, Christian / Udolph, Ludger
4 Issues per year
CiteScore 2017: 0.16
SCImago Journal Rank (SJR) 2017: 0.148
Source Normalized Impact per Paper (SNIP) 2017: 0.055
Moscow is changing. Skyscrapers, office blocks and first class residential buildings are growing up on the outskirts as well as downtown. New districts, first and foremost the so called Moscow-City, are under construction. This paper examines estate advertising for new office blocks as well as residential buildings. The first chapter provides some information about the history of architecture and town planning of the City of Moscow, and it is shown that especially residential buildings, but also some office blocks (Norman Forster′s Russian Tower in the first place) are planned as autonomous units. They are planned and built as towns in the town, containing sports and entertainment facilities, kindergarten, restaurants, hotels, medical care centres and more. Therefore the estate advertising, in which the concept the house like a city is clearly reflected, can be described in terms of ancient town eulogy (chapter 2). It is shown then (in chapter 3) that despite the use of several overt value judgements through words such as prestinyj, unikal′nyj, komfortnyj, roskonyj, ėlegantnyj, ėkskljuzivnyj, velikolepnyj, prekrasnyj, original′nyj, ideal′nyj and others, the main emphasis of persuading is not put on praise alone, but on the descriptions of facilities, modern technology, architectonic, aesthetics and on the argument of the prestige of the district or the house itself. It is further shown that contrary to some architectural nationalism, which is to be observed in such neo-Stalinist buildings like the Triumph-Palace, the discourse of estate advertising does not promote specific Russian values. Estate advertising in Moscow is global and descriptive. It is based on such global values as technological progress, comfort, and prestige.