摘要：The paper focuses on the magazine New Romuva which is considered to be a part of Lithuanian cultural heritage since it dealt with cultural and educa?tional issues of that time. The aim of the paper is to analyse 60 advertisements which show up in cul?tural values. The rationale lies behind the fact that cultural values were considered to be underpinning and they determined the social flourishing and up?turn of spiritual life of the First Lithuanian Repub?lic. The advertisements were analysed taking into account the most conspicuous four levels of cultural values: spiritual,historical,social and symbolic. The spiritual element of cultural values in New Romuva advertisements is best disclosed through continuous self-study as well as through developing endurance of axiological orientations of the young generation. The advertisements meant to schoolchildren and young people testify to that. The addressee of most advertisements is an educated person. Intelligentsia is understood as a part of society who disseminates cultural ideas and is able to direct the society onto the path of modernization. The intellectual potential of the society is presented through the importance of reading as well as encouraging religious self?realization. The dissemination of these values is closely related to the development of the nation’s self-awareness. Love for the motherland was en?couraged by establishing nationality awareness, attaching importance to native language and his?tory of the country. General recognition and usage of a product or idea reveals social significance of cultural values. The relevance of a cultural product to an individ-ual and society plays a major role in advertise?ment texts. Different ways are used to encourage recognizing cultural values: by highlighting the necessity of the cultural product,through partici?pants and rituals. General social recognition is of?ten related to symbolic cultural value. It becomes evident in cultural products which embody certain coded meanings – in literature,movies,music – and it exists as safeguard of meanings. Listening to a piece of music,reading a book or watching a film becomes a symbolic act which communi?cates aesthetic values.
其他摘要：Kultūrinio ir šviečiamojo pobūdžio žurnalo „Naujoji Romuva“,priskirtino kultūriniam paveldui,reklamų analizė atveria kultūrinių prasmių sanklodas. Žurnalo reklamas suvokiant ir analizuojant kaip kultūros tekstą,galima atskleisti pamatines vertybes,lėmusia
关键词：value;culture;advertisements; cultural value;developing nation’s self-awareness.
