| Abstract [eng] |
Advertising in interwar Lithuania functioned as a source of information about new goods and services and also strove to create new demand and to promote new life styles, fashions, and habits. The aim of this article is to investigate the availability of goods and services in Lithuanian advertising during 1918-1940, to create periods in the tendencies in the change in their availability, and to analyse the dominant groups of goods and services. After calculating the general average of the goods and services advertised in the dailies 'Lietuva', 'Lietuvos Aidas', and 'Lietuvos Zinios' during 1918-1940, it was discovered that the medical services and medicines group (18% of all the advertisements in 'Lietuvos Aidas' and 'Lietuva'; 11% of those in 'Lietuvos Zinios7), cosmetics and household chemicals (13% and 18% respectively), and publications, bookshops, and print shops (8% and 10% respectively) were advertised the most intensively. Agricultural supplies (18%), cosmetics and household chemicals (17%), publications, bookshops, and print shops (7%), and banks (7%) were advertised the most in the publications 'Lietuvos Ukininkas' and 'Ukininko Patarejas'. Alcoholic beverages were the least advertised in the studied publications. The greatest changes in the number of advertisements were observed in agricultural and industrial advertising as well as in the advertising for cosmetics and household chemicals. The intensity of the advertising for agricultural and industrial supplies fell from 13-14% during 1918-1922 to 0.3% in 1937 in the dailies 'Lietuva' and 'Lietuvos Aidas'. This type of advertising moved to specialised publications, in which no downtrend was observed: advertising for agricultural supplies comprised 16% of the entire number of the advertisements for goods and services in'LietuvosUkininkas'in 1919and 13%in'Ukininko Patarejas' in 1938... |
