Реклама на шпальтах Полтавської губернської преси як один з чинників глокалізації соціокультурного середовища: кінець ХІХ – початок ХХ століття
The advertising on the pages of the Poltava province press late XIXth early XXth century as one of the factors of glocalization of sociocultural environment

Summary/Abstract: Purpose of the research. Advertising development study allows us to understand social picture of society and reflects the level and special aspects of economic development, to research tastes and demand for goods and services of a particular historical era. Research methodology is the use of structural-functional, historical- logical and content analysis methods. Scientific novelty. Intensive development of advertising in the provincial print media due to displacement of journalistic materials confirms inclusion of provincial region into the cultural and ideological area of global capitalism. Conclusions. The author emphasizes the influence of the provincial newspaper advertising on the glocalization processes in the region and the development of social and cultural environment in the context of globalization in the late XIXth early XXth century. In fact, advertising had a direct impact on the formation of common cultural values, which showed itself in transformation of moral and ethical standards, artistic preferences, lifestyle, and behaviour.

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