Advertisement in the Tomsk provincial newspaper Krasnoe znamya in 1921-1925 and exchange relationships recreation

The object of this article is the research of the advertisements in Tomsk provincial newspaper Krasnoe znamya in 1921-1925. The author tries to find out how and in what degree the newspaper advertisements helped to recreate the exchange relations and reflected the features of this process. While the economy returned to the normal functioning, the newspaper advertisements began to appear. In 1921-1925, these advertisements became an integral part of the provincial press. As a rule, the whole fourth page of newspapers was occupied with advertisements. These advertisements can be divided into several blocks: private, about medical and cultural services ones, and about state and cooperative trade. The first advertisement appeared in the middle of 1922, it was an advertisement of the major businessman A.D. Blyakher, who informed about his readiness to be the counter-agent in every commodity and banking operation for all institutions and enterprises. The NEP free goods exchange needed the credit system development. That is why the advertisement of the Bank of the Tomsk Company of Mutual Credit was published in April 1924. It told that this bank executed all banking operations. It showed the process of provincial private capital legalization enforcement. Medical service offers took a noticeable place in 1923-1925. The leading ones among them were advertisements of dentist services. The author thinks that medical and private newspaper advertisements formed the paying services market and in whole helped to recreate the exchange relationships. Cultural advertisements were another big group. Cinema advertisements prevailed among them. There were foreign (American and German) films, especially B-films and dramas. These films affected the mass consciousness and formed the taste due to the ignorance of the people. On the other hand, film advertisements showed the existence of some freedom. But the main part of advertisements were the state and cooperative trade ones. It is important that their style was the same as the style of private advertisements. Newspaper trade advertisements told about well-being and prosperity. But this glut was almost inaccessible for the most part of the provincial people, especially for peasants. Advertisements were the result or trade liberalization, private, cooperative and state competition. Newspaper advertisements showed freedom, routine life, which helped to recreate the exchange relationships.

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