Abstract
The advertising of state socialism is often referred to as a paradox or oxymoron, yet it has produced images that shaped the consumer imagination and consumer values of socialist society. One of the critical topics in Czechoslovak socialist television advertising discourse was using an actor or a model.
The socialist values of leveled consumption refused to promote consumption for property and create social distinctions through advertising and consumption. These beliefs fundamentally shaped the image of the body in socialist advertising.
In this text, therefore, I discuss how the morality of socialist advertising, together with the evolving gender discourse, supported the methods of hiding, masking, or fragmenting the female body in socialist screen advertising. Based on the analysis of a vast corpus of advertisements, I follow the development of this trend from the 1960s to the 1980s, compare screen advertising with other types of advertising media, and argue that the reason for restraint in the explicit representation of the female body was, among other things, the specific hierarchy of the media in the geography of the consumer imagination of socialist Czechoslovakia.