Educational Mission of Advertising of Western Ukrainian Newspaper and Magazine Publications (1919–1939)

The article considers the strategic and tactical functions of advertising, the peculiarities of advertising in Western Ukrainian newspapers and magazines are analyzed, which came out in the conditions of cruel enslavement of Ukrainians by the chauvinistic power of Poland (1919–1939). The Entente states on March 15, 1923, recognized the right of Poland to Eastern Galicia – Lviv, Stanislav, and Ternopil voivodeships, which were formed in the pre-Austrian period, had their regional specifics. It was expressed in the active Ukrainian national movement, the activities of national parties and societies, the development of national press authorities. During the interwar period, almost 700 different newspapers and magazines were published in Galicia. In many of them, in particular, in “Dilo”, “Tsentroreklama”, “Hromadskyi Holos”, “Svoboda”, “Hromadskyi Visnyk”, “Nyva”, “Vpered” and other publications printed advertising messages which reflected the socio-political, socio-economic, cultural and artistic life of the western Ukrainian region. Advertisers and employees of newspapers and magazines deepened the educational and national, conceptual, and thematic essence of advertising. The author emphasizes that advertising messages answered three questions: what do we advertise, for whom do we advertise and how do we advertise? Powerful educational and national advertising of the cooperative movement under the slogan “Birds of a feather” provoked opposition and a negative reaction from both Polish and Jewish industrialists. After all, the economic growth of Ukrainian cooperation has helped increase the role of Ukrainians in the political life of Poland and formed the national consciousness, independent state beliefs. Based on the analysis of different types of newspaper advertising messages, the author concluded that advertising is an active political-ideological, socio-economic, linguistic and cultural communicator. In the current conditions of the Russian-Ukrainian war, anti-Ukrainian aggression, it is necessary to purposefully study the experience of advertising communication of Western Ukrainian editions. Based on this experience, to deepen the emotional and rational essence of advertising, to form in Ukrainians national dignity and to promote the development of economic and social services, the establishment of moral and spiritual values