This exhibition shows how the state-run Ministry for Domestic Trade created advertising targeting women throughout the Socialist era. Attractively and imaginatively presented, it features video loops of classic ads and an audio backdrop of jingles. The collection illustrates the continuity and dynamics of the evolution of the advertising industry, while displaying the changes of ideals and roles women had to live up to. The Jucika of the exhibition title, ‘Mit vásárolt Jucika?’ (‘What Did Jucika Buy?’), was an alluring female caricature created by cartoonist Pál Pusztai, whose drawings appeared in satirical weekly Ludas Matyi. Although documentation is Hungarian-only, there’s enough visual stimulus here to entertain the curious English-speaking visitor.