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Genesis: Historical research
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Booktrade advertising in Russia in the late XVIII century: factors of development
Chebotarev Anatoliy

Professor, the department of Design, Chelyabinsk State Institute of Culture

454091, Russia, Chelyabinskaya oblast', g. Chelyabinsk, ul. Ordzhonikidze, 36a, kab. 3104

one_chebotarew@list.ru
Leshukov Alexey

PhD in Cultural Studies

Dean of the faculty of Applied and Decorative Arts, Chelyabinsk State Institute of Culture

454091, Russia, Chelyabinskaya oblast', g. Chelyabinsk, ul. Ordzhonikidze, 36a, kab. 3103

leshukov.chgaki@yandex.ru

DOI:

10.25136/2409-868X.2019.12.31644

Review date:

08-12-2019


Publish date:

10-12-2019


Abstract.

The object of this research is the evolution of Russian advertising in the late XVIII century, while the subject is the combination of factors that affected the new trends in development of booktrade advertising. The goal lies in determination of fundamental reasons for the emergence of new form of booktrade advertising relevant until the end of the XVIII century and complexity of text content of the advertisements for increasing their information value and enhancing the effect of advertising. The author meticulously examines the process of establishing legal framework for the development of book-publishing industry, which required proliferation of the effective booktrade advertising. Methodology contains the analysis of legislation regulating the book industry, which define the key requirements to the work of private publishers and their products, as well as the analysis of the content of booktrade advertising. The conclusion is made that the gradual development of the national booktrade advertisement became possible as a result of creation of legislative base for emergence of the system of private book publishing. Booktrade advertising developed in the form of newspaper and magazine advertising: brief advertisement-description, extended advertisement, register-catalogue, and pamphlets. The author underlines the more frequent appearance of long texts with substantiated advertising proposition. The article also demonstrates the influence of other factors such as economic, political, and socio-cultural upon the development of booktrade advertising.

Keywords: history of Russian printing, history of newspaper advertising, history of Russian book publishing, history of mass communication, history of Russian culture, advertising of book, history of Russian advertising, history of Russian, history of Russian censorship, history of print advertising
This article written in Russian. You can find full text of article in Russian here .

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