DIFUZIUNEA RECLAMELOR BISERICESTI ÎN PAGINILE ZIARULUI GRECO-CATOLIC UNIREA ÎN INTERVALUL 1897-1938
CLERICAL COMMERCIALS DIFFUSION IN THE GREEK-CATHOLIC NEWSPAPER UNIREA BETWEEN 1897 AND 1938

Summary/Abstract: This study presents an exploration of advertising’s history, focusing on clerical commercials diffusion in a newspaper that is representative for the religious and political beliefs of the Greek-Catholic community from Blaj, and not only, between 1897 and 1938. Because of the up-to-date character of the advertising’s history in the Romanian historiography, we are confronted with a lack of references regarding this field. Unfortunately, Romanian historians are still uninterested of it, even though this topic has many things to say about those factors which contributed to diversification of the commercial activity and at the variety of communication forms at social level. Following this idea, in this article we imagine a Church without priest and parishioners, by presenting only commercials of architecture offices, bells and clerical objects producers, and icon painters. We have chosen these clerical commercials because we can not talk about prestige and social acceptability conferred by a product or service only toward an individual. In this case, the group is invested with this acceptability, and often it might be identified with the entire community. In our investigation we have detected three major functions of newspaper advertising: it brings profit, stimulates scientific research, and educates. It brings profit because their presence in newspapers certificates the demand’s existence. Stimulates scientific research only to provide a more competitive product on the market and educates the consumer by stimulating his judgment.

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