| Abstract [eng] |
1) 1918-1920 - post-war advertising is not impressive, the space taken by it was small, only some of the adverts were illustrated, main advantages of goods and services advertised were characterised as cheap and of high quality. Large manufacturers who published adverts in periodicals were wholesalers from abroad, the local market mostly offered the press or the sphere of services. Advertising of warehouses, shops and goods contained therein rather than that of separate trademarks or brand products was much more common. 2) 1921-1926 - it did not take long for advertising to come to life again following economic and political disturbances. First of all, illustrated advertising increased in number considerably. Adverts did not only provide information about where one or another kind of goods could be found but also accentuated the quality, necessity and singularity of the product. Competition of Lithuanian manufacturers with imported goods was growing. 3) 1927-1935 - this period was many-sided for advertising. Illustrated advertising became equal to textual one. The greatest change was the fact that people who published adverts mastered new technologies, which had an impact on the consumer. Advertising no longer focused on the qualities of the product but tried to persuade customers that namely that product would help them be modern, have a success, etc. However, during this period advertising went through an economic crises, which somewhat arrested its development. 4) 1936-1940 - during this period a technical change became most pronounced: illustrated advertising considerably outweighed non-illustrated advertising, the use of photographs increased markedly, advertising became coloured. |
