Advertising In The Transcarpathian Newspaper «Ukrainske Slovo» 1932–1938

Abstract

Introduction. The advertising industry of Transcarpathia in the 1930s of the 20th century was closely connected with the economy of Czechoslovakia, to which this territory belonged from 1919 to 1939. Advertising in the Ukrainian-language newspaper «Ukrainske Slovo» (1932–1938) represents social, political, and commercial relations, and gives an idea of the advertising management of the editorial office.

Relevance of the study. The relevance of the topic is due to the fact that the place and role of the Transcarpathian press of the 20–30s of the 20th century in the formation and development of the advertising market are largely unexplored, in particular, the Ukrainian- language newspaper «Ukrainske Slovo». The purpose of our work is to analyze the activities of the socio-political newspaper «Ukrainske Slovo» concerning the formation and promotion of advertising content and research the factors of the development of the advertising sphere in the region at that time.

Methodology. The research is based on the principles of systematic, historical-comparative, descriptive-analytical, problem-chronological scientific methods that provide an opportunity to highlight this aspect of the informational activity of the newspaper «Ukrainske Slovo» conceptually.

Results. In the process of work, it was found that the publishers of the newspaper «The Ukrainian Word» developed professional advertising management. Publishers used a variety of formal-graphic and psychological-motivational methods of attracting readers’ attention, used textual methods of influence, and implemented social and hidden advertising. In the context of the general advertising management of the editorial office, active work with advertisers and consumers was observed.

Conclusions. For the first time the analysis of the advertising content of Transcarpathian periodicals of the 20–30s of the 20th century, in particular the newspaper «Ukrainske Slovo» (1932–1938), was carried out. The concept of the advertising information of this newspaper is seen clearly and it lies in the creation of effective communication between the production and consumer spheres, and at the same time in the successful implementation of the idea of Ukrainian national unity on an economic basis.