The specifics of the texts of print advertising in Russian in Kyrgyzstan at the beginning of the post-Soviet period

Statement of the problem. The presented article analyzes the print advertising of the transition period of Kyrgyzstan’s independence in 1991. The article uses archival materials from two of the most popular periodicals of the early post-Soviet period - the Evening Frunze (Evening Bishkek after February 5, 1991) and The Word of Kyrgyzstan newspapers. The purpose of the article is to identify the active advertising genres of the specified period, to determine the direction of advertisements. Research methods are comparative method and content analysis method. An overview of the research problems is given based on the analysis of articles by K.P. Tarasova, K.D. Madibaev, and O.B. Archakov. The author comes to the conclusion that in 1991 new genres and formats of advertising material appeared in Kyrgyzstan. Advertising transparently reflects changes in the Kyrgyz market in 1991. The author’s contribution consists in the fact that the topic of the history and specifics of the texts of print advertising in 1991 was first studied on the basis of primary sources. The author not only collected archival material, but also showed examples of the main trends in the formation of genre specificity of texts of the emerging advertising market.