Issue

Content:

• Advertising and Public Relations

  «Listen to the information”: on the history of the development of advertising in the 1936–1948 on the Kirov region radio»

  In the article, the author addresses the issue of embedding advertising processes into regional radio, which was gaining momentum in the first half of the twentieth century. The object of the study was Kirov radio from the period 1936–1948, and the subject of study was regional radio advertising. The work used a systemic approach, descriptive and comparative methods of research. Analysis of archival documents of the Kirov State Television and Broadcasting Company “Vyatka” (GTKR “Vyatka”) confirmed the hypothesis about the attention of governing bodies to advertising activities as an important component of financial income sources for media editorial offices, helped identify major advertisers of the 1930s. Content analysis of discovered advertising materials revealed forms, genres, thematic and stylistic orientation of advertising information. The method of oral history (memories recorded by the author from veterans of Kirov radio) made it possible to present a more complete picture of past events. The conducted research showed that during the period under review, advertising was an integral part of the regional radio broadcasting system and was characterized by genre differences. The genre of advertising announcement, as the most common form of direct advertising on Kirov radio, included ordinary announcements and departmental information, as well as advertising announcements whose signs and stylistic features are close to modern advertising. Although the word “advertisement” was not used on Kirov radio, and only the announcer’s voice voiced the advertising text, advertisers carried out their advertising campaigns here, including with the involvement of other available mass media of that time (newspapers).
  Keywords: Kirov advertising on radio, advertising announcement, advertising information
  DOI: 10.55959/msu.vestnik.journ.3.2025.327
  Vadim A. Timshin 3

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