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SUBIECTE AGRICOLE ALE ANUNULUI PUBLICITAR

N COLECIA DE PRES DE PATRIMONIU


(sf. sec. XIX - nc. sec. XX)
Vera Serjant
n funcie de etapa de dezvoltare, publicitatea ca
fenomen istoric i lrgete sferele de influen,
ptrunznd tot mai mult n cele mai diverse domenii de activitate ale omului. Nu lipsete publicitatea nici din domeniul agriculturii. Dei, mai
puine la numr, reclame cu subiecte agricole se
pot ntlni pe paginile presei basarabene de la
sfritul secolului XIX - nceputul secolului XX.
De cele mai multe ori aceste reclame erau inserate n publicaiile cu profil agricol. Un exemplu, n
acest context, ne servete revista
, publicaie a Seciei Agronomice a Societii Naturalitilor din Basarabia i
a seciei din Chiinu a Societii Ruse Imperiale
de Pomicultur. Fondatorul acestei reviste a fost
Constantin Cazimir, primul preedinte al Seciei
de Agronomie a Societii Naturalitilor din Basarabia, un adevrat gospodar, care nu i-a precupeit nici cunotinele i nici averea, contribuind
la dezvoltarea agriculturii n inutul natal.

nr. 7, 8, 175 i 1916 nr. 136. Ele vor constitui


sursa de baz n cercetarea temei propuse. ns,
pentru o reflectare mai larg a acestei tematici,
se vor face referine i la ali ani de ediie. Scopul
acestui articol const n determinarea subiectelor
agricole ale anunului publicitar inserat n revista menionat mai sus i contribuia acestuia la
creterea nivelului de administrare a gospodriei
agricole n Basarabia sub guvernarea arist.
Pentru a trece direct la subiectul acestei comunicri, vom ncerca s facem o trecere n revist a
programului acestei publicaii.

Revista s-a editat, n limba rus, n Chiinu, la


tipografia Direciei Guberniale. Anii de apariie
1908-1917. Aprea de dou ori pe lun, cu un
format de 17-25 cm i 25-32 de pagini. Primul numr al revistei a aprut la 1 octombrie 1908, iar
n total au ieit 240 de numere ( 1968,
239). N.C. Moghileanski a fost redactor-ef al revistei aproape pe tot parcursul editrii. Funcia
de redactor adjunct a avut-o V.S. Kosovici. Costul
revistei prin abonare cu livrare i expediere era
de 2 ruble 50 cop. Uneori, ca excepie, pentru nvtorii de la sate, era de 1 rubl 50 cop. (
1909, 13).
n colecia de pres a MNIM sunt 28 de numere
ale revistei, anii de ediie: 1909 nr. 1, 2, 3, 4, 5,
91; 1909 nr. 92; 1910 nr. 5, 6, 9, 10, 11, 12, 14,
17, 18, 19, 20, 21, 22, 23, 243; 1911 nr. 94; 1912
FB-11725-7.
FB-17480.
3
FB-11730-21.
4
FB-23281-35.

1. Revista
(, 5, 1909) (imagine general).

Tyragetia, s.n., vol. VII [XXII], nr. 2, 2013, 367-380.

5
6

FA-7798.
FB-11730-21 i FA-3739.

367

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II. Materiale i cercetri

1911, 23: , 23 ( 1911).


1915, 3: , 3 ( 1915).
1916, 13: , 13 ( 1916).
1912: ( 1912).
1918: .. , . . . ( 1918).
1981: .. , 1812-1918 . ( 1981).
1968: . , ( 1968).
1907: .. , . 1903-1904 ( 1907).

Agricultural advertising in periodicals of the late 19th - early 20th centuries


from the collection of NMHM
Abstract
Depending on the stage of development, advertising as a historical phenomenon was expanding its sphere of influence penetrating more and more in various spheres of human activity. Agriculture, which is an important branch
of the national economy closely related to the trade, always needs advertising. The absence of serfdom and the
agrarian reforms have contributed to the integration of Bessarabian agriculture into the system of market relations. Local farmers needed promotion and marketing of agricultural products. For this they applied to various
means of advertising. Agricultural advertisings can be found in the pages of the Bessarabian press from the late
19th - early 20th centuries. Most often, they were printed in publications of agricultural profile. An example is the
magazine Bessarabskoe selskoe khozyaistvo (Bessarabian Agriculture), the publication of Agronomic Section
of the Bessarabian Naturalists Society and the Chiinu Department of the Imperial Russian Society for Horticulture. The magazine was published from 1908 to 1917.
In the collection of MNHM there are 28 issues of this magazine (in all there were 240 issues). The years of publication: 1909, 1910, 1912 and 1916. They are the main source of research on the topic.
The aim of this work is to determine the themes of agricultural advertisements and their contribution to the improvement of agricultural management in Tsarist Bessarabia.
All issues of the journal had the ads section. Regular customers of the journal were both local and foreign manufacturers. Among the local: Fruit an Grape Nurseries EKO (Soroca); Bucov Fruit and Grape Nurseries; Baron A.
Stuarts Fruit Nursery (Chiinu); Cocorozeni Agricultural School; E.P. Melega-Kuzminskaias estate of Temeleui
and F.F. Kppens estate of Voinovo-Ikel; Horticulture, Viticulture and Winemaking Bureau and Storage of Agricultural Machinery of N.G. Kavsan (Chiinu), etc. The ads offered planting material tested in local climate: fruit
trees, local and foreign varieties of grape vine grafted onto American rootstocks, seed crops, as well as purebred
cattle. Among the proposals there were met agricultural tools and machines made by known foreign firms.
List of illustrations:
1. Magazine Bessarabskoe selskoe khozyaistvo (Bessarabian Agriculture) (, 5, 1909) (title page).
2. Ad unit of the Bucov Fruit and Grape Nurseries (, almost in all the issues).
3. Advertising of the Fruit an Grape Nurseries EKO (, 18, 1910).
4. Advertisement of Baron A. Stuarts Fruit Nursery (, 13, 1909).
5. Advertising of E.P. Melega-Kuzminskaias seed farms (, 5, 1910).
6. Ad unit of F.F. Kppens estate of Voinova-Ichel (, 1, 1909).
7. Advertising of the Cocorozeni Agricultural School (, 3, 1909).
8. Advertisement of the Ialoveni Agricultural Society (, 5, 1909).
9. Advertising of wines of V.V. Yanovsky ( , 1912).
10. Advertising of the nests from The Yanovka Farm (, 17, 1910).
11. Ad unit of the Horticulture, Viticulture and Winemaking Bureau and Storage of Agricultural Machinery of N.G.
Kavsan (Chiinu) (, 11, 1910).
12. Ad unit of the Dayber Brothers Nursery Garden, Odessa (, 24, 1910).
13. Advertisement of S.R. Rothes Nursery Garden, Odessa (, 18, 1910).
14. Advertising of L.P. Simirenkos Fruit Nursery, Horodysche, the Kiev Governorate (, 17, 1910).
15. Advertising of the French grape nursery Paul Gros Royan, the General Representative in Russia Trading
house Jacob Haslavsky, Odessa (, 23, 1910).

378

V. Serjant, Subiecte agricole ale anunului publicitar n colecia de pres de patrimoniu (sf. sec. XIX - nc. sec. XX)

16. Ad unit of the winnowing and grain cleaning machines marketed by Alfred Grodzky, Warsaw (, 17, 1910)
17. Advertising of scythes and sickles by J. Mintzer and K, Austria (, 23, 1910).
18. Advertising of Alfred Grodzkys sowing machines Superior, Warsaw (, 17, 1910).
19. Ad unit of Wloclawek Wire Works, the Warsaw Governorate (, 6, 1910).


XIX - XX

, , . , , , .
. . .
, XIX - XX . . ,
.
1908 1917 .
28 ( 240). : 1909, 1910, 1912
1916. .
.
. , . : (), , .
(, ), , .. .. -, , .. () . , : ,
, , , .
.
:
1. (, 5, 1909) ( ).
2. , ( ).
3. , (, 18, 1910).
4. . (, 13, 1909).
5. . - (, 5, 1910).
6. - .. (, 1, 1909).
7. (, 3, 1909).
8. (, 5, 1909).
9. .. ( , 1912).
10. (, 17, 1910).
11. ,
.. , (, 11, 1910).
12. , (, 24, 1910).
13. .. , (, 18, 1910).
14. .. , . (, 17, 1910).
15. Paul Gros Royan,
, (, 23, 1910).

379

II. Materiale i cercetri

16. - - , , (, 17, 1910).


17. . , (, 23, 1910).
18. , (, 17, 1910).
19. . , (, 6, 1910).

05.02.2013
Vera Serjant, Muzeul Naional Istorie a Moldovei, str. 31 August, 121-A, MD-2012 Chiinu, Republica Moldova

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