Peculiarities of advertising communications in the press of Transcarpathia in the Austria-Hungarian period at the end of the nineteenth and the beginning of the twentieth century

The article investigates the specific features of advertising development in the Transcarpathian press at the end of the nineteenth and the beginning of the twentieth century. This study examined how social, historical, cultural, and economic factors influenced the development of advertising in the media of a region that used to be a part of Austria-Hungary. The study revealed the specific characteristics of advertisements in the region's first vernacular language magazines: the newspapers, «Nauka», «Selo» «Nedilya». Press editors were fully aware of the psychology of consumer influence and the techniques of making advertising messages relevant. Thus, various commercial information visualization methods are widely used: manipulative techniques, free offers, hidden and native advertising, etc. They advertised church books, musical instruments, bells, medicines, medical services, printed materials, textbooks, artwork, agricultural machinery, produce, fertilizers, etc. At the same time, information about the advertised product, the names of companies or manufacturers, and the address of production or sale were emphasized graphically. This demonstrated an understanding of the psychology of the audience's perception of information about goods or services. There were constant appeals to support the newspaper financially, to subscribe to the magazine, and self-promotion. The successful fundraising by the Nauka editorial board for its own printing house, Unio, was evidence of productive communication with readers. The editors understood the importance of illustrative presentation of information, so they used a wide range of graphic design of texts, fonts, drawings, engravings, photographs, and colored paper. At the same time, the advertisements concerned limited types of goods and represented a small part of local producers. However, the limited variety of advertised products indicates a weak advertising market and underdeveloped entrepreneurship in the region. Advertising serves as a unique identifier of the complex economic, social, and cultural situation of the Rusyns-Ukrainians in Transcarpathia during that period, making it relevant for further research into the development of media during this period in general.