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The advertising poster as a historical document. Interwar publications from the collection of the "Pontus Euxinus" Theoretical High School, Lumina - Elena Borcea, Robert-Andrei Stoica
![The advertising poster as a historical document. Interwar publications from the collection of the "Pontus Euxinus" Theoretical High School, Lumina - Elena Borcea, Robert-Andrei Stoica [1]](https://gomagcdn.ro/domains/editurauniversitara.ro/files/product/original/afisul-publicitar-ca-document-istoric-publicistica-interbelica-din-colectia-liceului-teoretic-pontus-euxinus-lumina-992834.jpg "The advertising poster as a historical document. Interwar publications from the collection of the \"Pontus Euxinus\" Theoretical High School, Lumina - Elena Borcea, Robert-Andrei Stoica [1]")
Publisher: Editura Universitară
Author: Robert-Andrei Stoica, Elena Borcea
Edition: I
Pages: 172
Publisher year: 2023
ISBN: 978-606-28-1667-4
DOI: https://doi.org/10.5682/9786062816674
Product Code:
9786062816674
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Over time, image has played a very important role, having as its main role to educate the audience in various forms. In media communication, image plays a fundamental role since the first newspapers appeared. Images are often used in advertising in order to accustom the audience to a certain product that has certain characteristics and through which the potential customer can recognize it. Because the present work does not aim to inventory a history of advertisements in general, our attention will be directed to the way in which the advertising posters in some local publications are made from the beginning of the return of Dobrogea to the motherland and the way in which the advertisements are made in the interwar period.
Our study regarding the art of advertising in the print media from the interwar period will refer to two journalistic publications from the national press, respectively Romanian Illustration and Illustrated Reality. We must specify that these two publications are part of the rare book documentary fund located in the library archive of the "Pontus Euxinus" Theoretical High School in Lumina, Constanța county, whose founder is Professor Costel Borcea.
The Romanian Illustration magazine was one of the most popular and influential publications of the interwar period in Romania. Founded in 1891 by Pamfil Șeicaru, the magazine had great importance in the development of the illustrated press and visual culture in Romania. The publication Ilustrațiunea Română was known for the photographic and illustrative quality of its content, covering a variety of subjects, from news and reports to literature, art, culture, fashion and sport. The publication highlighted the political, social and cultural events of the time and promoted prominent artists, writers and intellectuals. The magazine was an important platform for the promotion of Romanian art and culture, presenting the works of famous plastic artists such as Nicolae Grigorescu, Ion Andreescu, Ștefan Luchian. It also provided opportunity for famous writers of the period, such as Mihail Sadoveanu, Liviu Rebreanu, Ion Pillat.
In addition to its editorial content, Ilustrațiunea Română also included advertisements for products and services of the time, thus reflecting the life and trends of interwar society.The magazine continued to appear until 1948, when it was closed by the communist regime as part of measures to control the press and culture.
Therefore, we can say that Ilustrațiunea Română was a reference publication in the interwar period, playing an important role in promoting Romanian art and culture and offering a broad picture of the society and events of the time.
About the Realitatea Ilustrată Magazine we can say that it was an important publication in the interwar period in Romania. It was founded in 1919 and was known for its visual approach, through photographs and illustrations, giving readers a broad perspective on the events of that time.
The magazine covered a wide range of topics, including national and international news, politics, culture, sports, fashion and entertainment. It was recognized for its quality graphic and photographic approach, being considered one of the first illustrated magazines in Romania.
In addition to its editorial content, the magazine also featured advertisements for products and services of the time, thus providing a complete picture of interwar society.
Unfortunately, after the Second World War, the magazine lost its importance and popularity, and the publication ceased to appear in 1953.
The magazine Realitatea Ilustrată is an important document of the interwar era, offering a captivating perspective on the events and culture of the time, but also on the social behaviors cultivated through the print media among readers.
The power of imagery in print advertising is remarkable and has had a significant impact on business communication. In the context of print media, images have played an essential role in capturing the attention of readers and conveying advertising messages in an effective and memorable way.
Some ways the power of imagery has influenced print advertising over time are as followed: visual appeal, quick and effective communication, creating a brand identity, evoking desire and aspiration, and encouraging action.
In terms of visual force, attractive and engaging images immediately grab the reader's attention and make them stop on the ad. A well‑made photo or illustration can be a magnet for eyes and encourage readers to read the advertising message, in this way different desires are activated among the reader such as that of testing or buying a certain product.
In terms of fast and effective communication, images can convey messages and information instantly and effectively. A well‑chosen image can convey in an instant what could be expressed in a few sentences. Thus, imagination can stimulate readers' desire and curiosity about the advertised product or service.
In terms of creating a brand identity, images can help build a strong identity for a brand. By using distinctive and recurring visual elements in advertisements, such as the logo, colors, characters or scripts used, an emotional connection can be created between the consumer and the brand, facilitating brand recognition and retention.
Regarding arousing desire and aspiration, we must remember that images can emotionally influence readers, generating desire and aspiration for the promoted products or services. By presenting suggestive images that highlight the benefits and satisfactions associated with using the product, advertisements can stimulate interest and desire to buy.
In terms of encouragement, images could be used to guide readers to a specific action, such as the call to purchase the product, visit a store, or contact a service. By placing relevant images in the context of the advertising message, an impulse can be created for readers to act in the direction desired by the ad makers. Daniela Rovența‑Frumușani associates advertising with the image, in the book Analiza discursului. Ipoteze și ipostaze, and considers that: “advertising, like the image, seems to operate a regression (or progression) towards the mythical dimension, through which a mediation is established between the cosmological order (or the natural state of indifference of the golden age) and the human order, between nature and culture. If the myth represents the action of a civilizing hero (Marc Augé apud J. Davallon, 74), the image also appears as a founding myth, as a trans‑historical and trans‑societal symbolic practice (J. Davallon, 74).”
Our study regarding the art of advertising in the print media from the interwar period will refer to two journalistic publications from the national press, respectively Romanian Illustration and Illustrated Reality. We must specify that these two publications are part of the rare book documentary fund located in the library archive of the "Pontus Euxinus" Theoretical High School in Lumina, Constanța county, whose founder is Professor Costel Borcea.
The Romanian Illustration magazine was one of the most popular and influential publications of the interwar period in Romania. Founded in 1891 by Pamfil Șeicaru, the magazine had great importance in the development of the illustrated press and visual culture in Romania. The publication Ilustrațiunea Română was known for the photographic and illustrative quality of its content, covering a variety of subjects, from news and reports to literature, art, culture, fashion and sport. The publication highlighted the political, social and cultural events of the time and promoted prominent artists, writers and intellectuals. The magazine was an important platform for the promotion of Romanian art and culture, presenting the works of famous plastic artists such as Nicolae Grigorescu, Ion Andreescu, Ștefan Luchian. It also provided opportunity for famous writers of the period, such as Mihail Sadoveanu, Liviu Rebreanu, Ion Pillat.
In addition to its editorial content, Ilustrațiunea Română also included advertisements for products and services of the time, thus reflecting the life and trends of interwar society.The magazine continued to appear until 1948, when it was closed by the communist regime as part of measures to control the press and culture.
Therefore, we can say that Ilustrațiunea Română was a reference publication in the interwar period, playing an important role in promoting Romanian art and culture and offering a broad picture of the society and events of the time.
About the Realitatea Ilustrată Magazine we can say that it was an important publication in the interwar period in Romania. It was founded in 1919 and was known for its visual approach, through photographs and illustrations, giving readers a broad perspective on the events of that time.
The magazine covered a wide range of topics, including national and international news, politics, culture, sports, fashion and entertainment. It was recognized for its quality graphic and photographic approach, being considered one of the first illustrated magazines in Romania.
In addition to its editorial content, the magazine also featured advertisements for products and services of the time, thus providing a complete picture of interwar society.
Unfortunately, after the Second World War, the magazine lost its importance and popularity, and the publication ceased to appear in 1953.
The magazine Realitatea Ilustrată is an important document of the interwar era, offering a captivating perspective on the events and culture of the time, but also on the social behaviors cultivated through the print media among readers.
The power of imagery in print advertising is remarkable and has had a significant impact on business communication. In the context of print media, images have played an essential role in capturing the attention of readers and conveying advertising messages in an effective and memorable way.
Some ways the power of imagery has influenced print advertising over time are as followed: visual appeal, quick and effective communication, creating a brand identity, evoking desire and aspiration, and encouraging action.
In terms of visual force, attractive and engaging images immediately grab the reader's attention and make them stop on the ad. A well‑made photo or illustration can be a magnet for eyes and encourage readers to read the advertising message, in this way different desires are activated among the reader such as that of testing or buying a certain product.
In terms of fast and effective communication, images can convey messages and information instantly and effectively. A well‑chosen image can convey in an instant what could be expressed in a few sentences. Thus, imagination can stimulate readers' desire and curiosity about the advertised product or service.
In terms of creating a brand identity, images can help build a strong identity for a brand. By using distinctive and recurring visual elements in advertisements, such as the logo, colors, characters or scripts used, an emotional connection can be created between the consumer and the brand, facilitating brand recognition and retention.
Regarding arousing desire and aspiration, we must remember that images can emotionally influence readers, generating desire and aspiration for the promoted products or services. By presenting suggestive images that highlight the benefits and satisfactions associated with using the product, advertisements can stimulate interest and desire to buy.
In terms of encouragement, images could be used to guide readers to a specific action, such as the call to purchase the product, visit a store, or contact a service. By placing relevant images in the context of the advertising message, an impulse can be created for readers to act in the direction desired by the ad makers. Daniela Rovența‑Frumușani associates advertising with the image, in the book Analiza discursului. Ipoteze și ipostaze, and considers that: “advertising, like the image, seems to operate a regression (or progression) towards the mythical dimension, through which a mediation is established between the cosmological order (or the natural state of indifference of the golden age) and the human order, between nature and culture. If the myth represents the action of a civilizing hero (Marc Augé apud J. Davallon, 74), the image also appears as a founding myth, as a trans‑historical and trans‑societal symbolic practice (J. Davallon, 74).”
Executive summary/7
Introduzione (Italian translation by Bianca Virginia Ibadula) /14
Introduction/22
1. Advertising art /31
1.1. Discourse and advertising as a way of persuading the public/31
1.2. Advertising art as a historical document /35
2. The beginnings of advertising in the written press in Dobrogea/40
3. Determining certain behaviors and emotions through advertisements/63
3.1. Advertising discourse and determining certain hygiene behaviors in the publication Farul Constanței/63
3.2. Determining certain oral hygiene behaviors through advertisements in Ilustrațiunea română and Realitatea ilustrată/68
3.2.1.Oral hygiene in advertisements in the magazine Romanian Illustration/69
3.2.2. Oral hygiene in advertisements in the magazine Realitatea ilustrată/75
3.2.3. Similar forms of advertising posters appearing in Realitatea ilustrată, with oral care as their theme/92
4. Techniques of interwar advertising discourse in advertisements for body care products/104
5. Transforming the product into a character. Case study: Realitatea ilustrată magazine/131
6. Forms of advertising messages from the interwar period. Case study: ultraviolet lamps Soarele Artificial de Altitudine/145
Conclusions/167
Bibliography/170
Introduzione (Italian translation by Bianca Virginia Ibadula) /14
Introduction/22
1. Advertising art /31
1.1. Discourse and advertising as a way of persuading the public/31
1.2. Advertising art as a historical document /35
2. The beginnings of advertising in the written press in Dobrogea/40
3. Determining certain behaviors and emotions through advertisements/63
3.1. Advertising discourse and determining certain hygiene behaviors in the publication Farul Constanței/63
3.2. Determining certain oral hygiene behaviors through advertisements in Ilustrațiunea română and Realitatea ilustrată/68
3.2.1.Oral hygiene in advertisements in the magazine Romanian Illustration/69
3.2.2. Oral hygiene in advertisements in the magazine Realitatea ilustrată/75
3.2.3. Similar forms of advertising posters appearing in Realitatea ilustrată, with oral care as their theme/92
4. Techniques of interwar advertising discourse in advertisements for body care products/104
5. Transforming the product into a character. Case study: Realitatea ilustrată magazine/131
6. Forms of advertising messages from the interwar period. Case study: ultraviolet lamps Soarele Artificial de Altitudine/145
Conclusions/167
Bibliography/170
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Amira,
O carte foarte interesanta cu informatii ce redau timpuri "de mult apuse", felicitari autorilor, au putut sa redea o parte a realitatii a acelor timpuri (p.s. eu nu le-am trait dar ma bucur ca am reusit sa vad imaginea acelor ani) am ramas placut surprinsa si uneori chiar am bufnit in ras citind cartea si observand tipicul publicitar al acelor ani cat si limba romana/gramatica utilizata, recomand!!
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