KULTŪRINĖS VERTYBĖS „NAUJOSIOS ROMUVOS“ (1931–1940) REKLAMOSE
CULTURAL VALUES IN THE ADVERTISE¬MENTS OF NEW ROMUVA (1931–1940)

Summary/Abstract: The paper focuses on the magazine New Romuva which is considered to be a part of Lithuanian cul¬tural heritage since it dealt with cultural and educational issues of that time. The aim of the paper is to analyse 60 advertisements which show up in cultural values. The rationale lies behind the fact that cultural values were considered to be underpinning and they determined the social flourishing and upturn of spiritual life of the First Lithuanian Republic. The advertisements were analysed taking into account the most conspicuous four levels of cultural values: spiritual, historical, social and symbolic. The spiritual element of cultural values in New Romuva advertisements is best disclosed through continuous self-study as well as through developing endurance of axiological orientations of the young generation. The advertisements meant to schoolchildren and young people testify to that. The addressee of most advertisements is an educated person. Intelligentsia is understood as a part of society who disseminates cultural ideas and is able to direct the society onto the path of modernization. The intellectual potential of the society is presented through the importance of reading as well as encouraging religious self-realization. The dissemination of these values is closely related to the development of the nation’s self-awareness. Love for the motherland was encouraged by establishing nationality awareness, attaching importance to native language and history of the country. General recognition and usage of a product or idea reveals social significance of cultural values. The relevance of a cultural product to an individual and society plays a major role in advertisement texts. Different ways are used to encourage recognizing cultural values: by highlighting the necessity of the cultural product, through participants and rituals. General social recognition is often related to symbolic cultural value. It becomes evident in cultural products which embody certain coded meanings – in literature, movies, music – and it exists as safeguard of meanings. Listening to a piece of music, reading a book or watching a film becomes a symbolic act which communicates aesthetic values.

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