Advertising As A Model Of Eco-Communication In Haykanush Mark’s Tsaghik Magazine: A Cultural Studies Perspective
DOI:
https://doi.org/10.46991/BYSU.B/2026.17.3.142Keywords:
advertising communication, eco-discourse, humanitarian advertising, magazine Tsaghik, Haykanush Mark, cultural memory, cultural and social capital, women’s social imageAbstract
The present study examines the advertising section of Tsaghik (Flower), the periodical edited by Haykanush Mark and published in Constantinople between 1905 and 1907, with the aim of revealing the distinctive characteristics of advertising as a communicative, cultural, and value-producing phenomenon. The primary objectives of the research are to analyze the structural features of advertising messages, identify the social functions of educational, philanthropic, publishing, and commercial advertisements, and explore their role in shaping the emerging social image of women, cultural identity, and community values. The actuality of this study lies in its conceptualization of press advertising not merely as a source of economic information but as a communicative system that constructs social perceptions and cultural values. Its scientific novelty is reflected in the application of the Humanitarian Advertising Ecosystem Analysis (HAEA) model, an ecosystem-based discourse analytical framework that conceptualizes advertising as a dynamic environment for the production of social relations, cultural memory, and public values. The research adopts an interdisciplinary approach, integrating perspectives from advertising studies, communication theory, cultural studies, social history, and gender studies. Methodologically, it employs critical discourse analysis, semiotic analysis, historical-cultural interpretation, and comparative analysis to investigate the communicative functions and cultural significance of advertising discourse. The findings demonstrate that the advertisements published in Tsaghik promoted not only products, services, and institutions but also constructed ideals of the educated woman, the prosperous family, a reading public, and modern urban life. Consequently, advertising functioned as an influential communicative instrument in the formation of the cultural identity of the Armenian community in Constantinople and in the articulation of its shared social and cultural values.
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Primary Source
Tsaghik (1905–1907). Edited by Haykanush Mark. Constantinople. Armenian women’s literary, educational, and socio-cultural periodical.
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Copyright (c) 2026 Naira Hambardzumyan
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