This paper aims to examine some common and specific features of advertisements published in Tsaritsyn’s (present-day Volgograd) daily newspapers at the beginning of the First Word War. The town of Tsaritsyn was a local centre of the rapid economic growth that the Russian Empire experienced in the early 1910s; it can be considered a model of Russian provincial advertising behaviours and the consumer culture of the time.,The main methods used in this paper are the local history approach and discourse and socio-political, content and gender analysis, as well as compositional interpretation. These methods have made the reconstruction of a historical portrait of Tsaritsyn possible at the beginning of the First Word War through an analysis of advertisements published in its periodicals. The sources of this paper include selections from the newspaper Tsaritsynsky Vestnik from June 1914 to February 1915, the newspaper Volgo-Donskoy Krai from September 1911 to February 1915 and the calendar-handbook Ves Tsaritsyn of 1911.,Advertising is a highly adaptive phenomenon of socio-economic activity. However, it is both conservative in form and content. It is simultaneously constant and changing, and so it can reveal some transformations in the provincial town’s daily life.,Local history methods, including the ideographic, are designed to better explore unique historical events. Research based on these methods becomes more valuable in larger quantity, allowing the implementation of nomothetic methods that elucidate historical regularities and general trends.,This paper’s findings can be used in further research on global and local aspects of marketing history and development of consumer society, as well as in university courses concerning the disciplines mentioned above.,This paper studies newspaper advertisements published at the beginning of the First Word War in a Russian provincial town. It reveals some transformations in their content and form which occurred after the outbreak of the war. While the subjects of the advertisements remained relatively unchanged, a number of promotions decreased, social and entertainments advertising became starker and more harshly patriotic and long-used promotional methods became sarcastic during time of war.

中文翻译：

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第一次世界大战开始时俄罗斯省级媒体的广告

本文旨在研究第一次世界大战爆发之初在Tsaritsyn（当今的伏尔加格勒）日报上刊登的广告的一些常见特征和特定特征。扎里森（Tsaritsyn）镇是俄罗斯帝国1910年代初经历的快速经济增长的地方中心。它可以被认为是俄罗斯省级广告行为和当时的消费者文化的典范。本文采用的主要方法是当地历史方法和话语，社会政治，内容和性别分析以及构成解释。这些方法通过分析其期刊上刊登的广告，使得第一次世界大战爆发之初就可以重建沙里钦的历史肖像。本文的来源包括1914年6月至1915年2月的Tsaritsynsky Vestnik报纸，1911年9月至1915年2月的Volgo-Donskoy Krai报纸以及1911年的日历手册Ves Tsaritsyn的选集。广告是一种高度适应性的社会现象-经济活动。但是，它在形式和内容上都是保守的。它是恒定不变的，并且在不断变化，因此可以揭示出该省镇的日常生活中的某些变化。包括表意文字在内的当地历史方法旨在更好地探索独特的历史事件。以这些方法为基础的研究变得更有价值，可以用于实施阐明历史规律和总体趋势的法律方法。本文的研究结果可用于对营销历史和消费者社会发展的全球和地方方面的进一步研究，以及与上述学科有关的大学课程。本文研究第一次世界大战开始时出版的报纸广告在俄罗斯的一个省级城镇。它揭示了战争爆发后内容和形式的某些转变。尽管广告的主题保持相对不变，但促销数量却减少了，社交和娱乐广告变得更加醒目，战争期间爱国主义和长期使用的促销方法变得更加讽刺。本文研究了第一次单词战争开始时在俄罗斯省级城镇中发布的报纸广告。它揭示了战争爆发后内容和形式的某些转变。尽管广告的主题保持相对不变，但促销数量却减少了，社交和娱乐广告变得更加醒目，战争期间爱国主义和长期使用的促销方法变得更加讽刺。本文研究了第一次单词战争开始时在俄罗斯省级城镇中发布的报纸广告。它揭示了战争爆发后内容和形式的某些转变。尽管广告的主题保持相对不变，但促销数量却减少了，社交和娱乐广告变得更加醒目，战争期间爱国主义和长期使用的促销方法变得更加讽刺。