Insurance poster as a kind of advertising

  • Victor Trynchuk Institute for Postgraduate Education and business
Keywords: insurance company, communication policy, poster, print advertising, insurance poster, Gosstrakh

Abstract

The subject of research is the communication policy of insurance companies, particularly in the field of printed outdoor advertising - posters. The main objective of the study is the definition of the poster, its varieties and features used in the insurance industry in the late nineteenth century. and during the twentieth century. Research methods. The paper used a set of scientific methods of analysis, synthesis, generalization and approaches, including: system, comparative, historical, allowing to implement conceptual integrity of the study. The object of the study is the insurance company weep Gosstrakh and insurance companies during the Russian Empire. Results. The article discussed in detail the historical background of the emergence of posters, etymology of the term, the main stages of the poster as part of the insurance advertising, poster classification problem, which is the subject of debate modern scientists. The principles poster. Poster singled types of insurance. The study analyzed the features posters insurers pre-revolutionary and Soviet periods, in particular distinguishing features posters monopoly as characteristic for different periods of operation in the domestic insurance market. Scope results. Using the process of further theoretical research perspective print advertising as well as marketing practice of insurance companies Conclusions. Based on the research described kind of outdoor advertising - banner, as part of marketing communications insurer. It is proved that the history of the advertising poster dates back to the XV century with the invention of the printing press. It was established that the insurance poster is reproduced printing images on large format information and images that promote understanding of the role of the insurance institute, positioning insurers and their insurance products. During the studied historical period observed the evolution of language and style of the advertising posters in insurance. Insurance poster advertising actively changed.

Downloads

Download data is not yet available.

References

1. Istoriya reklamnogo plakata : http://www.poly3.ru/info/advert/advert_270309_01.html

2. Zhatko O. Teatralna afіsha, yak іstorichne dzherelo doslіdzhennya mistetstva teatru : http://niklife.com.ua/focus/30755

3. Saveleva O.O. Istoriya plakata : http://www.limon.ua/2009/12/istoriya-plakata/

4. Speshilova A.Yu. Plakat vremen mirovoy voynyi: zhanrovyie raznovidnosti, kompozitsiya, yazyik: dissertatsiya... kandidata filologicheskih nauk: 10.01.10 / Speshilova Anastasiya Yurevna; [Mesto zaschityi: Mosk. ped. gos. un-t]. - Tver, 2008.- 179 s.

5. Plakat GOSSTRAHA / R.M. Minasbekyan, A.N. Zubets; pod obsch. red. R.M. Minasbekyana. - M. : Izdatelskiy Dom Mescheryakova, 2012. - 360 s.

6. Glinternik E.M. Stanovlenie i razvitie reklamnoy grafiki v Rossii: (Torgovo-promyishlennyiy plakat i tovarnyiy znak v kontse XIX-nachale XX veka): dis. ... kandidata iskusstvovedeniya: 17.00.06 / Sankt-Peterburg. hudozh.-promyishlennaya akad. - Sankt-Peterburg, 1995. - 167 s.

7. Brilenkova A.V. Kommercheskaya reklama v Rossii: 1861-1917 gg.: dis. ... kandidata istoricheskih nauk : 07.00.02 / S.-Peterb. gos. un-t. - Sankt-Peterburg, 2007. - 24 s.

8. Bankin A. Pochemu ne chitayut reklamu v vagonah metro : http://www.advi.ru/archive/article.php3?pid=430

9. Stepanov E. Metafora kak suschnost sotsialnogo plakata : http://magazines.russ.ru/ra/2004/2/st39.html

10. Stepanov E. Plakatyi GOSSTRAHA kak sotsiokulturnoe yavlenie. M. : Rossiyskaya gos. strahovaya kompaniya, 2003. - 159 s.

11. Chaus N.V. Sovetskie plakatyi 1917-1920 gg. – osnovnoe sredstvo propagandyi sotsialisticheskoy ideologii// Sotsialno-ekonomicheskie yavleniya i protsessyi. - 2010 - № 6 – S.220-223 : http://sovetskie-plakaty1917-1920-gg-osnovnoe-sredstvo-propagandy-sotsialisticheskoy-ideologii.pdf

12. Hamidullina A.B., Sharifyanova Z.F. Strahovaya reklama v Rossii – istoriya, kanalyi, sostoyanie // Mezhdunarodnyiy nauchnyiy zhurnal «Innovatsionnaya nauka». – 2016. - №2. – S. 120-123

13. AndreykanIch A.I. Plakat: yogo vidi ta zhanri //UkraYinska kultura : minule, suchasne, shlyahi rozvitku : zb. nauk. pr.: nauk. zap. RIvnen. derzh. gumanIt. un-tu. – Vip. 19. T. 1. – 2013. – S.121-126

14. Dekorativno-uzhitkove mistetstvo: slovnik: v 2 t. T.1: A–K / LvIv. akad. mistetstv, NDS, kaf. IstorIYi I teorIYi mistetstva; za zag. red. Ya.P. Zapaska. – L. : AfIsha, 2000. – 363 s.

15. Dizayn: slovnik-dovIdnik /Za red. M. I. YakovlEva; Uporyad.: Yu. O. Ivanchenko. – K. : FenIks, 2010. – 384 s.

16. Ivanova I.B. Mova i stil u zovnishniy reklami Ukrayini (kinets XIX – pochatok XX st.) // Visnyk Donetskogo Natsionalnogo universitetu, Ser. B: Gumanitarni nauky, Vip. 1-2. – 2014. – S.115-119.

17. Grischenko V.V. Osoblivostі dizaynu v mistetstvі plakata // Vіsnik Harkіvskoyi derzh. akademiya dizaynu і mistetstv. - №6. - 2011. - C.138-140.

18. Suslyakova O.N. Osobennosti razvitiya strahovogo plakata kak elementa reklamyi strahovyih uslug // Nauchno-metodicheskiy elektronnyiy zhurnal «Kontsept». – 2016. – T.15. – S. 1326–1330. : https://ekoncept.ru/2016/96183.htm

19. Noviy tlumachnyj slovnik ukrayiinskoyi movy: u 4-h t.T. 3. / Uklad. V. Yaremenko, O. Slipushko. – K. : AkonIt, 1999 – 928 s.

20. Noviy tlumachnyj slovnik ukrayiinskoyi movy: u 4-h t.T. 1. / Uklad. V. Yaremenko, O. Slipushko. – K. : AkonIt, 1999 – 912 s.

Author Biography

Victor Trynchuk, Institute for Postgraduate Education and business

Trynchuk Victor, head of insurance depatment, Associate Professor, Ph.D.

Published
2017-11-08
How to Cite
Trynchuk, V. (2017). Insurance poster as a kind of advertising. University Economic Bulletin, (35/1), 95-103. Retrieved from https://economic-bulletin.com/index.php/journal/article/view/98
Section
Economyand Management