摘要：Pojava velikog broja agencija za oglašavanje na srpskom tržištu,značajan rast ulaganja domaćih i inostranih kompanija u ovaj vid marketinških komunikacija i povećanje izloženosti lokalnih potrošača oglasnim porukama tokom poslednjih dvadesetak godina,doprineli su rađanju uverenja da je oglašavanje u Srbiji novi fenomen čija se pojava vezuje za početak procesa tranzicije.Ipak,istina je posve drugačija,pa je i cilj ovog rada da jasno predstavi istorijske činjenice i materijalne dokaze koji potvrđuju da je praksa oglašavanja u Srbiji stara više od dva veka.Naime,oglasi u štampanim medijima izlaze još od davne 1791.godine kada je objavljen prvi komercijalni oglas namenjen srpskom stanovništvu.U radu se prati nekoliko perioda razvoja oglašavanja u Srbiji i to:1) period ranog početka oglašavanja,2) oglašavanje u međuratnom periodu,3) oglašavanje u periodu socijalizma i 4) oglašavanje u periodu tranzicije.
其他摘要：Growing number of advertising agencies,substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new phenomenon brought in during its transition to a market economy.The truth however is quite different.Therefore,the paper aims to show and discuss historical evidence confirming that advertising practice in Serbia is more than two centuries old.In this paper,the history of advertising in Serbia is followed since 1791,when the first print advertisement offering calendar to families and farmers in Serbia appeared in a newspaper.Four periods of advertising development have been described:1) early beginnings,2) interwar period,3) socialist advertising and 4) advertising in transition.
关键词：Pojava velikog broja agencija za oglašavanje na srpskom tržištu,značajan rast ulaganja domaćih i inostranih kompanija u ovaj vid marketinških komunikacija i povećanje izloženosti lokalnih potrošača oglasnim porukama tokom poslednjih dvadesetak godina,doprineli su rađanju uverenja da je oglašavanje u Srbiji novi fenomen čija se pojava vezuje za početak procesa tranzicije.Ipak,istina je posve drugačija,pa je i cilj ovog rada da jasno predstavi istorijske činjenice i materijalne dokaze koji potvrđuju da je praksa oglašavanja u Srbiji stara više od dva veka.Naime,oglasi u štampanim medijima izlaze još od davne 1791.godine kada je objavljen prvi komercijalni oglas namenjen srpskom stanovništvu.U radu se prati nekoliko perioda razvoja oglašavanja u Srbiji i to:1) period ranog početka oglašavanja,2) oglašavanje u međuratnom periodu,3) oglašavanje u periodu socijalizma i 4) oglašavanje u periodu tranzicije.
其他关键词：Growing number of advertising agencies,substantial increase of advertising budgets of both local and international companies in Serbia and proliferation of advertising messages targeting Serbian consumers in recent years have contributed to a belief that advertising in Serbia has been a brand new phenomenon brought in during its transition to a market economy.The truth however is quite different.Therefore,the paper aims to show and discuss historical evidence confirming that advertising practice in Serbia is more than two centuries old.In this paper,the history of advertising in Serbia is followed since 1791,when the first print advertisement offering calendar to families and farmers in Serbia appeared in a newspaper.Four periods of advertising development have been described:1) early beginnings,2) interwar period,3) socialist advertising and 4) advertising in transition.
