ARTISTIC AND GRAPHIC DESIGN OF ADVERTISEMENTS OF THE LATE XIX – EARLY XX CENTURY (BASED ON THE MATERIALS OF THE KYIV CALENDARS)

Aim: to explore the means of artistic and graphic design advertisements in periodicals late nineteenth – early twentieth century. Methodology. The historical, analytical, iconographic methods have been used research; formal, figurative-stylistic, comparative analysis for analyzing samples advertisements. Results. "Kyiv Calendar" 1989 Zemsky Calendar reference book 1911" is presented work terms (composition, fonts, stylistic features images, nature decorative elements) tools influencing consumer motivation. Advertisers found use a variety highlighting company institution names, creating messages with textual information only, combining text an image give potential customer associative view product. Logos trademarks this period published are almost not observed, companies provided name product, owner, address. Scientific novelty. Abilities print advertising at end XIX beginning XX centuries analyzed, motivation consumers revealed. Practical significance. revealed peculiarities based on materials Kyiv calendars provide idea approaches capabilities artists printing houses forms promotion goods services market. analyzed introduce variety, characteristics period.