#Exhibit of the Month

We find ourselves in the month of April, as we prepare to celebrate Easter-a moveable religious holiday rich in festive rituals and ceremonial activities that place this event at the very heart of Christian spiritual life. The spirit of the Resurrection is beautifully complemented by ten Easter-themed postcards from the heritage of the National Museum of History of Moldova, printed a century ago. These pieces were added to the museum's postcard collection over a decade ago following a successful acquisition; as the fund for Easter-themed illustrations is modest, we are in a constant search for new additions.

These postcards are "extraordinary" in terms of their postal, typographical, and chromatic effects-the primary reason for revisiting this genre of greetings. Unlike "classic" postcards, these are smaller in size (6.5 cm x 11 cm), made of cardboard (with the exception of one piece made of photographic paper in black and white), and feature "vivid" colors. Printed in Romania and Germany, they bear the marks of having been sent and circulated through the post.

The name of the holiday originates from the verb persach, meaning "to pass," a term adopted by the Jews from the Egyptians. It entered the Romanian language through the Byzantine-Latin form Paschae, signifying the "passage through death to life, the victory of life, and liberation from the bondage of sin." Easter is a holiday of tolerance and forgiveness, representing a bridge between the present and the past. The significance of this celebration is conveyed through its symbols, which are also featured on these postcards: Hand-painted eggs, the Easter Bunny and the Lamb, traditional sweet breads (cozonac and pască), biblical scenes related to the crucifixion and resurrection of Jesus Christ.

The Easter table also features pască-a ritual food reminiscent of ancient, bloodless "reconciliation" sacrifices. Its preparation is the exclusive task of women, the givers of life, as the leavened dough is considered "alive."

The most significant component of the Easter holiday, however, is the Light. The Ceremony of the Holy Light is associated with the miracle of the light appearing on Easter Sunday at Christ's Tomb in Jerusalem. The candle, often depicted in these images, carries a powerful message; it is with the Resurrection candle that we return home after the midnight religious service. Furthermore, the Easter Bunny represents the rebirth of nature, so eagerly awaited after a harsh winter.

Unlike Christmas, when the announcement and ritual integration of the community into sacred time was the duty of caroling groups, at Easter, "one does not go from house to house." Instead, the ritual meal is organized within each family, symbolizing a direct communion with God.

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Publications

Journal „Tyragetia"

vol. V [XX], nr. 2

Advertisements of trading houses and shops in the Bessarabian press (the late 19th - early 20th centuries)

ISSN 1857-0240
E-ISSN 2537-6330

Vera Serjant

Advertisements of trading houses and shops in the Bessarabian press (the late 19th - early 20th centuries)

Tyragetia, serie nouă, vol. V [XX], nr. 2, Istorie. Muzeologie

Among the many advertisements in Bessarabian periodicals the messages with socio-economic content occupied a special place. This paper offers its readers a wide range of advertising messages related to trade. It aims to identify and evaluate the content and form of “commercial” advertisements, to deﬁne their role and place on the pages of newspapers and other periodicals in the historical period under review. Due to the wide distribution and wide range of readers periodicals ranked ﬁrst among other means of advertising. Advertising is a good way to inform and persuade consumers in order to create a preference or to motivate them to consume a particular product. Bessarabian merchants who posted their advertisements in newspapers, magazines, and other publications were also convinced in this. The number of such advertising messages is impressive. Their classiﬁcation by content allows us to determine the level of trade in Bessarabia where at that time there was a large network of stores specializing in the sale of goods and products of Russian and foreign factories. At the same time, we ﬁnd that in the Bessarabian trade there were operated such commercial structures as trading houses established under contract to carry out a successful trade.

List of illustrations:

1. Ad unit of the “G. Kogan and Son” Trading House published in the newspaper “Бессарабская жизнь”, No.257, December 5, 1914.
2. Advertisement of the department store of the „Barbalat and Co” Trading House published in the newspaper “Бессарабская жизнь”, No.265, December 14, 1914.
3. Ad unit of B. Davidov’s hat shop published in the magazine “Наше объединение”, No.26, June 26, 1911.
4. Advertisement of О.P. Vorob’yov’s weapon store published in the magazine “Наше объединение”, No.26, June 26, 1911.
5. Ad unit of K.M. Yakovenko’s shoe store published in the newspaper “Друг”, No.204, August 21, 1909.
6. Advertisement of I.A. Belotserkovsky’s fur shop published in the newspaper “Бессарабская жизнь”, No.260, December 9, 1914.
7. Ad unit of A.N. Nemirovsky’s watch shop published in the newspaper “Друг”, No.15, January 19, 1914.
8. Advertisement of Kuzma brothers’ haberdashery published in the newspaper “Друг”, No.225, October 10, 1910.
9. Ad unit of Barbalat’s department store published in the newspaper “Друг”, No.29, February 5, 1914.
10. Advertisement of the pianos and gramophones store of F.F. Kapras published in the newspaper “Друг”, No.180, July 19, 1909.
11. Ad unit of V.I. Vorob’yov’s music store published in the newspaper “Друг”, No.188, July 30, 1909.
12. Advertisement of the “Tertus” tea shop published in the newspaper “Друг”, No.212, September 1, 1909.
13. Ad unit of E. Taser musical instruments store published in the newspaper “Друг”, No.17, January 21, 1914.
14. Advertisement of M. Syromyatnikov’s manufactory store published in the newspaper “Друг”, No.51, March 2, 1914.
15. Ad unit of M. Vivodtsev’s shoe store published in the newspaper “Бессарабская жизнь”, No.79, April 5, 1907.
16. Advertisement of the shop of K.D. Pupko , a representative of “J. Blok” Society, published in the newspaper “Бессарабская жизнь”, No.56, March 4, 1906.
17. Advertisement of K. Sehter’s bookstore published in the newspaper “Бессарабская жизнь”, No.211, August 17, 1905.
18. Ad unit of a store of the “Singer “Company published in the newspaper “Бессарабская жизнь”, No.222, August
28, 1905.
19. Advertisement of bookstores of the “K. Sehter and Co” Trading House published in the newspaper “Друг”, No.33, February 9, 1914.
20. Advertisement of B.V. Belousov’s music store published in the newspaper “Друг”, No.29, February 5, 1914.
21. Advertisement of S.M. Ol’shanetsky’s linen and trousseau shop published in the newspaper “Друг”, No.54, March 5, 1914.
22. Ad unit of I.A. Lapshuk’s shoe store published in the newspaper “Друг”, No.246, October 14, 1909
23. Advertisement of a manufactory store of the “Kogan and Son” Trading House published in the magazine “Кишиневские епархиальные ведомости”, No.4, February 15, 1904.
24. Ad unit of M. Vivodtsev’s shoe store published in “Бессарабский юбилейнный сельскохозяйственный календарь”, 1912.
25. Ad unit of M.A. Portnoi tobacco shop published in “Бессарабский юбилейнный сельскохозяйственный календарь”, 1912.
26. Advertisement of M. Syromyatnikov’s manufactory store published in “Бессарабский юбилейнный сельскохозяйственный календарь”, 1912.
27. Ad unit of “Sor, Rozenfeld și Seinberg” Trading House published in “Бессарабский юбилейнный сельскохозяйственный календарь”, 1912.
28. Advertisement of I.A. Lapshuk’s shoe store published in “Бессарабский юбилейнный сельскохозяйственный календарь”, 1912.

29. Advertisement of B. Kaushansky’s store of furniture and mirrors published in „Иллюстрированный адрес-календарь Бессарабской губернии на 1913”, 1912.

Vera Serjant

Medals from the collections of the National Museum of History of Moldova, dedicated to the event of the Great Union

Tyragetia, serie nouă, vol. XII [XXVII], nr. 2, Istorie. Muzeologie

Vera Serjant

Newspaper "Novaya Gazeta" and its role in the development of advertising in Bessarabia

Tyragetia, serie nouă, vol. VI [XXI], nr. 2, Istorie. Muzeologie

Vera Serjant

Testimonies about the noble family Leviţki (Lewicki) in the collections of the National Museum of History of Moldova

Tyragetia, serie nouă, vol. XIII [XXVIII], nr. 2, Istorie. Muzeologie

Vera Serjant

Some reflections about the advertisement in Bessarabia (end of the 19th - beginning of the 20th centuries)

Tyragetia, serie nouă, vol. III [XVIII], nr. 2, Istorie. Muzeologie