The national as advertising repertoire
Advertising in Bulgaria has always been tied to the national. In the late nineteenth century, it capitalized on the concern about the rapid invasion of western goods; during socialism, advertising took on the role of educator of the new socialist citizen; and since the 1990s, economic patriotism has attached itself to national mythology. Nevertheless, writes Milla Mineva, in Bulgarian political discourse, to talk of the nation means to talk non-politically. Advertising makes visible this depoliticization of the national.