THE BEGINNINGS OF ALBANIAN ADVERTISEMENT IN THE PRESS OF SHKODRA
Abstract
The first journal with an informative aim in the Albanian territories was published in the year 1879. Albania was still under the rule of the Ottoman Empire and for the Albanian Renaissance publishing in the Albanian language was still a challenge because the Albanian language was at risk of disappearing as a written language because of the 500 year Turkish rule. In the poor an undeveloped Albania of that time, in Shkodra in the year 1879 the journal ‘Ishkodra’ started publication. This journal also brought a novelty to the Albanian market: the creation of the advertisement in the written press. For the first time we have the birth of the advertisement as a medium. The journal, besides being used for information, played a key role for the local merchants, who used to increase their sales. At that time the only option available to reach consumers was through the pages of journals. In this context the journal took an important role, which becomes even more important if we look at the historical period in which the first journal appeared. In this work we have analyzed: The way in which the advertisement took off in the Albanian written media and its characteristics; The Evolution of the advertisement in the journal Ishkodra as the first Albanian journal and then in the other journals which arose at that time.
Keywords: written press, Albanian language, the journal Ishkodra.
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