This article traces a complex discourse of the self in the early Soviet era, navigating the identities both assumed by and ascribed to M. Kh. Sultan-Galiev (1892–1940), a Volga Tatar and at one time the highest-ranking Muslim in the Communist Party. Sultan-Galiev balanced a number of influences, most particularly his Tatar nationality, his Muslim background, and his belief in the objectives of a socialist revolution. Sultan-Galiev strayed too far from ideological orthodoxy, though, which led to his 1923 arrest. Drawing on the field of Soviet subjectivities, I analyze the role of narrative in both the defense and vilification of Sultan-Galiev.

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The paper analyzes the influence of Tatar cultural values on modern Tatar advertising. Cultural and national values are regarded as one of the effective ways of promoting goods and services. Tatar advertising is distinguished by national values that are inherent in native speakers and cultures, advertising takes into account the peculiarities of the mentality of the audience, moral norms and beliefs of the Tatar nation. Advertisements in the Tatar language often include elements of the socalled "national identity" in the advertising texts, which is expressed in the appeal to geographical indications, heroes of Tatar tales and poems, national holidays and cuisine, religious ceremonies, Tatar folk music as a background for radio advertising and promotion of Tatar performers through posters.