Kultūrinių renginių reklamos Lietuvos tarpukario spaudoje

LTReikšminiai žodžiai: Kultūros renginiai; Kurtūriniai renginiai; Lietuvos tarpukario spauda; Reklama; Tarpukario Lietuva; Advertising; Commercials; Cultural activities; Cultural events; Interbellum Lithuania; Lithuanian interwar press.

ENAdvertising in the Lithuanian interwar period has not been sufficiently analysed. Therefore the advertisements and messages of cultural events of interwar press can disclose the main methods of attracting clients. The main sources of the research are: "Kino naujienos" (1931-1932), "Lietuva" (1919-1928), and "Literatūros naujienos" (1934-1938). The analysis demonstrated that the advertisements of motion-pictures were the most colorful and attractive to the Lithuanian public. There were fewer advertisements of performances and concerts. A very small number of exhibition advertisements were found. The clients were attracted by promotions in the interwar advertisements. Since there were only black, white and grey colors in interwar advertisements of cultural events, advertisers tried to attract customers by letter size variety, by holding names of famous performers, by discounts. The micro act of praising was the most obvious in the group of movie advertisements. We can conclude that several strategies were used to attract the public in the advertisements of cultural events in interwar Lithuanian periodicals. [From the publication]