Print Ads in Serbia Then and Now: A Comparison of Print Ads Published in the Politika Daily in 1922 vs. 2022
Oglasi u srpskoj štampi nekad i sad: Poređenje štampanih oglasa objavljenih u dnevnom listu Politika 1922. i 2022. godine
Abstract
The paper focuses on the content analysis of the print advertisements in Serbia aiming to compare the print media advertising in the two time periods, i.e. in the years of 1922 and 2022. The comparison is based on the selected issues of the most prominent Serbian daily paper “Politika” with the continuation of publishing for more than one century. The commercial ads placed in “Politika” in December 1922 as well as December 2022 have been randomly selected and analyzed. Besides expected reduction in the number of placed ads as a result of the current changes on the advertising market brought by the proliferation of new media channels, the most interesting differences in print advertising in the second decade of the 20th and 21st centuries have been found in regard to the types of advertisers, advertising creatives as well as the use of Cyrilic and Latin letters. In conclusion, the authors argue that print advertising, though with a substantially reduced share within the overall media advertising budgets, has remained an important media communications tool particularly for its role in the development of broader stakeholder relations.
Apstrakt
Rad se bavi analizom sadržaja štampanih oglasa u Srbiji u cilju poređenja medijskog oglašavanja u štampi sa vremenskim razmakom od jednog veka. Za objekat poređenja odabrana je dnevna novina “Politika”, kao najstariji štampani medij s početka prošlog veka čiji je kontinuitet publikovanja održan do danas. Analizirani su komercijalni oglasi objavljeni u “Politici” tokom decembra 1922. godine i decembra 2022. godine, odabrani slučajnim metodom. Osim očekivanog smanjenja broja oglasa koje je posledica promena na modernom tržištu oglašavanja uslovljenih razvojem novih medija, najinteresantnije razlike uočene su u kontekstu tipa oglašivača, kreativnih rešenja i korišćenja ćiriličnog odnosno latiničnog pisma u štampanim oglasima nekad i sad. U zaključku, autori iznose stav da štampano oglašavanje i pored značajnog smanjenja učešća u ukupnom medijskom oglašavanju i dalje predstavlja važan alat marketinškog komuniciranja posebno u domenu razvoja odnosa sa različitim stejkholderima.
References
- 26 Relevant Print Marketing Statistics: 2023 Ad Spending & Impact,
https://financesonline.com/print-marketing-statistics/ - Beard, F. K. (2013). A History of Comparative Advertising in the United States. Journalism & Communication Monographs, 15(3), 114–216
- Beard, F., & Nye, C. (2011). A History of the Media Industry's Self-Regulation of Comparative Advertising. Journalism History, 37(2), 113–121.
- Belk, R.W., Pollay, R.W., Hirschman, E. and Holbrook, M. (1985). Materialism and magazine advertising during the twentieth century. Advances in Consumer Research, 12(1), 394-398
- Chaudhuri, A. (2007). Indian Advertising, 1780–1950 A. D. Tata McGraw-Hill, New Delhi, New York
- Church, R. (2000). Advertising consumer goods in nineteenth-century Britain: reinterpretations. Economic History Review, 53(4), 621-645.
- Crain, M. (2018). A Critical Political Economy of Web Advertising. History, 330-343, in Brügger, N. & Milligan, I. (Eds.) (2018). The SAGE Handbook of Web History. SAGE, London.
- Crawford, R. (2008). But Wait, There's More: A History of Australian Advertising, 1900-2000, Melbourne University Press, Carlton
- Davis, J. F. (2020). Representation Matters: An Illustrated History of Race and Ethnicity in Advertising. Advertising & Society Quarterly, 21(3)
- Distribution of advertising spending worldwide in 2022, by medium, https://www.statista.com
- Fletcher, W. (2008), Powers of Persuasion: The Inside Story of British Advertising, Oxford University Press, Oxford.
- Hamilton, J. F. (2017). A New Take on Digital Advertising: Theory, History, and Society. Advertising & Society Quarterly, 18(1)
- Haynes, D. E. (2015). Advertising and the History of South Asia, 1880-1950. History Compass, 13(8), 361–374.
- Hill, D. D. (2002). Advertising to the American Woman, 1900-1999. Ohio State University Press, Columbus
- Holm, N. (2023). Advertising and Consumer Society: A Critical Introduction, Routledge, NY
- Hornikx, J. & van Meurs, F. (2020). Foreign Languages in Advertising: Linguistic and Marketing Perspectives, Springer International Publishing, Palgrave Macmillan
- Howells, K.M. (2022). Exploring British advertising and marketing history through records of The National Archives of the UK. Journal of Historical Research in Marketing, 14(2), 196-212
- IPSOS, 2023: The state of the Serbian media and marketing market in 2023, research findings presented by Predrag Kurčubić at the Digital conference held on 14 September in Belgrade (available on request)., http://digitalconference.rs/sr/program/
- Janc, Z. (1978). Advertisements in the Old Serbian Press 1834-1915, Museum of Applied Art, Belgrade
- Latest 2023 dentsu ad spend re-forecast shows: Digital reaches maturity in the marketing mix, https://www.dentsu.com/news-releases
- Lears, T. J. J. (1984). Some Versions of Fantasy: Toward a Cultural History of American Advertising, 1880–1930. Prospects, 9, 349–405.
- Li, W., Xiao, J.X., Huang, J. (2021). Advertising and Lifestyle: A Brief History of Contemporary Chinese Advertising and Lifestyle Transition. In: Markopoulos, E., Goonetilleke, R.S., Ho, A.G., Luximon, Y. (eds) Advances in Creativity, Innovation, Entrepreneurship and Communication of Design. AHFE 2021. Lecture Notes in Networks and Systems, vol 276. Springer, Cham.
- Miracle, G. E., & Nevett, T. (1988). A Comparative History of Advertising Self-regulation in the UK and the USA. European Journal of Marketing, 22(4), 7–23
- Mittler, B. (2007). Gendered Advertising in China: What History Do Images Tell? European Journal of East Asian Studies, 6(1), 13-41
- Ognjanov, G. (2010). The three eras of marketing in Serbia, The EMAC Chronicle, No. 8.
- Ognjanov, G. (2016). Advertising in Serbia – a historical perspective. Marketing, 47(3), 217-226. https://doi.org/10.5937/markt1603217O
- Ognjanov, G., Mitić, S., Mojić, D. (2023). Advertising matters: Cultural influence of European and American brands advertised in the Kingdom of Yugoslavia, Scientific conference „Cultural Transfers Europe-Serbia in the Kingdom of Yugoslavia“, Faculty of Political Sciences, Belgrade, June, 2023.
- Patterson, P.H. (2003). Truth half told: finding the perfect pitch for advertising and marketing in socialist Yugoslavia, 1950-1991. Enterprise & Society, 4(2), 179-225.
- Pollay, R. W. (1985). The Subsiding Sizzle: A Descriptive History of Print Advertising, 1900-1980. Journal of Marketing, 49(3), 24-37.
- Pollay, R.W. (1984). Twentieth-century magazine advertising: determinants of informativeness. Written Communication, 1(1), 56-77.
- Schwarzkopf, S. (2011). The subsiding sizzle of advertising history: methodological and theoretical challenges in the post advertising age. Journal of Historical Research in Marketing, 3(4), 528-548.
- Sheresheva, Y.M., Antonov-Ovseenko, A.A. (2015). Advertising in Russian periodicals at the turn of the communist era. Journal of Historical Research in Marketing, 7(2), 165 – 183
- Siddiqui, K.A. & Siddiqui, A.K. (2016). History of Advertising in Pakistan, Journal of Marketing Management and Consumer Behavior, 1(2). 11-21
- Zhao, X. and Belk, R. (2008). Advertising consumer culture in 1930s Shanghai. Journal of Advertising, 37(2), 45-56.
