Specific features of print advertising in the Russian language in the Kyrgyz SSR of 1930s

Statement of the problem. The article examines commercial print advertising published in 1930s in the newspaper Soviet Kyrgyzstan. Special attention is paid to the evolution of advertising in print media through the analysis of its forms, roles, content, and functions. The study reveals the transition towards brand differentiation, the use of stereotypes, and the development of print advertising. Emphasis is placed on the problems of publishing advertisements and on the forms of their manifestation in the first and second halves of the examined period. The purpose of the article is to identify the specific features of print advertising in the Kyrgyz SSR during 1930s in the newspaper Soviet Kyrgyzstan, and to analyze the functions of advertising, its content, forms, and transformations over the given period. The research methodology includes a comparison of advertising publications in similar niches and a description of popular thematic directions. The study also addresses the diversity of regular columns. Particular attention is paid to the characteristic features of indirect advertising, represented by advertorials indirectly influencing consumers. The analysis of the first half of the period is summarized, and the results of the evolution of visual components in the second half are presented. Final attention is drawn to the differences between the content of historical advertising and its modern forms. Research results. Based on the analysis of print advertising of 1930s in the Kyrgyz SSR, the key features of the formation of advertising discourse under socialist construction were identified. It was established that advertising texts combined both agitation and information functions, shaping consumers’ perceptions of new models of behavior and values. The study revealed the specifics of linguistic and visual means: simplified text structure, use of slogans, and a pronounced ideological orientation. It was shown that advertising performed not only economic but also sociocultural functions, reflecting the processes of modernization of society. Conclusions. The findings support the idea that print advertising of 1930s should be considered an important element of the Soviet society’s communicative system. Its analysis demonstrates the dual nature of advertising discourse: a tool for product promotion and, at the same time, a means of ideological influence. The materials of this research may be used in further studies of the history of advertising in the USSR, as well as in the broader context of research on Soviet mass communication.