Armenian book advertising: Peculiarities of development in Tiflis (1801-1865)

IF 0.1 0 HUMANITIES, MULTIDISCIPLINARY Tekst Kniga Knigoizdanie-Text Book Publishing Pub Date : 2022-01-01 DOI:10.17223/23062061/28/6
Taron Danielyan
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Abstract

The factors that influenced the development of Armenian advertising of books are examined in the article. Using the comparative historical and grouping methods, the author shows that the formation of Armenian book advertising in Tiflis was mainly similar to the development of book advertising in other provinces of the Russian Empire, but it had some peculiarities that were primarily due to the absence of Armenian statehood for many centuries. The decentralized Armenian publishing and bookselling structures were scattered, but their various components were integrated in the same system and influenced the formation of advertising communication, which made Armenian book advertising in Tiflis acquired more social in essence. The advertising was aimed at a purely ethnic cultural space, which was also influenced by the multicultural environment of Tiflis and the policy of the supreme power of the Russian Empire and its representation in the Caucasus in relation to the peoples of the region. The main emphasis of Armenian book advertising was placed on the educational and enlightenment functions of the book with the aim of integrating the divided people into one cultural communication space. Thus, advertising materialized and established the spiritual needs of the people. The Armenian book market formed very slowly, which was due to the illiteracy of the population’s majority, the difficulty of Old Armenian in which most of the books were published, the slow formation of Eastern Armenian literary language from various dialects, the fiction’s slow pace of development, the lack of good-quality translations of European literature, and the high cost of books. In the first half of the 19th century, the system of book advertising in Tiflis was institutionalised, which was due to the formation of publishing and bookselling markets as well as the types and ways of communication. The publishing sponsorship and the buying of books became a type of book advertising, and book advertising itself became a means of personal advertisement that aimed to popularize the personality and social status of the patron. The tradition of patronage contributed to sales of books because charitable investments were compensated with awards or by raising the social status of sponsors: the book was not only an item for advertising but also a means to advertise various individuals. If, until the 19th century, the patronage of the publication and distribution of Armenian manuscripts or books was based on a personal motive, and patriotism was expressed in the monumental preservation of the name of the book sponsor or orderer in the historical memory of the people, in the 19th century, under the tsarist regime, sponsorship had more pragmatic goals.
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亚美尼亚图书广告:第比利斯发展的特点(1801-1865)
本文考察了影响亚美尼亚图书广告发展的因素。运用比较历史和分组的方法,作者认为第比利斯地区亚美尼亚图书广告的形成与俄罗斯帝国其他省份图书广告的发展基本相似,但由于几个世纪以来亚美尼亚国家地位的缺失,它有一些特殊性。分散的亚美尼亚出版和图书销售结构是分散的,但它们的各个组成部分被整合在同一个系统中,并影响了广告传播的形成,这使得第比利斯的亚美尼亚图书广告在本质上获得了更多的社会性。广告的目标是一个纯粹的民族文化空间,这也受到第比利斯的多元文化环境和俄罗斯帝国最高权力的政策及其在高加索地区与该地区人民的关系的影响。亚美尼亚图书广告的主要重点放在书籍的教育和启蒙功能上,目的是将分裂的人们融入一个文化交流空间。因此,广告物化并确立了人们的精神需求。亚美尼亚图书市场的形成非常缓慢,这是由于大多数人口不识字,大多数书籍都是用旧亚美尼亚语出版的,东部亚美尼亚文学语言从各种方言形成缓慢,小说发展速度缓慢,缺乏高质量的欧洲文学翻译,以及书籍的高成本。19世纪上半叶,第比利斯的图书广告制度已经制度化,这与出版和图书销售市场的形成以及传播的类型和方式有关。赞助出版、购买图书成为图书广告的一种形式,图书广告本身也成为一种个人广告的手段,目的在于宣传读者的个性和社会地位。赞助的传统有助于书籍的销售,因为慈善投资得到奖励或通过提高赞助者的社会地位来补偿:书籍不仅是广告的物品,而且是为各种个人做广告的手段。如果说,直到19世纪,赞助亚美尼亚手稿或书籍的出版和发行是基于个人动机,爱国主义是通过在人民的历史记忆中不朽地保存书籍赞助者或订购者的名字来表达的,那么在19世纪,在沙皇政权下,赞助有更实际的目标。
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Tekst Kniga Knigoizdanie-Text Book Publishing
Tekst Kniga Knigoizdanie-Text Book Publishing HUMANITIES, MULTIDISCIPLINARY-
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