Tyragetia, serie nouă, vol. X [XXV], nr. 2, Istorie. Muzeologie
Keywords: ads, advertising, street advertisements, promotional items, packaging, poster.
Abstract: The National Museum of History of Moldova for the first time held a temporary exhibition dedicated to the history of advertising in Bessarabia (19th century 1930s). It was presented to the public in the hall upstairs from 24 December 2015 to 15 February 2016. The exhibition "Advertisements in Bessarabia" was aimed at promoting the museum collections, especially periodical press fund. It included about 106 exhibits. Newspapers were the most important means of advertising before the advent of radio and television. Selected advertisements contain information about the trading houses, factories, hotels, shops, bank offices, bars, theater and circus in Bessarabia, mainly in Chisinau. Images of Chisinau streets and buildings of previous years introduced the visitors to the atmosphere of bygone days. In the showcases promotional items were exhibited. As carriers of advertising information there were represented packages of goods. The exhibition was supplemented by the reconstruction of a kiosk of the late 19th century. The creators of the exhibition sought to immerse its visitors into the world of desires, expectations and values of the society in a certain historical period.
The item is the lower part of a leg of a festive table made of white and gray marble. In the upper part, it has a protrusion, similar to a Doric capital, on the horizontal platform of which a square recess is engraved, designed to fix the second part of the leg (upper). The lower part of the leg is made in an anthropomorphic style, and, in our opinion, there are two variants of identifying the depicted character...
The National Museum of History of Moldova takes place among the most significant museum institutions of the Republic of Moldova, in terms of both its collection and scientific reputation.
The National Museum of History of Moldova takes place among the most significant museum institutions of the Republic of Moldova, in terms of both its collection and scientific reputation.
The item is the lower part of a leg of a festive table made of white and gray marble. In the upper part, it has a protrusion, similar to a Doric capital, on the horizontal platform of which a square recess is engraved, designed to fix the second part of the leg (upper). The lower part of the leg is made in an anthropomorphic style, and, in our opinion, there are two variants of identifying the depicted character. The first involves the image of the head of the young Heracles (Heracles - Ἡρακλῆς) (beardless), the most favorite hero of antiquity, wearing on his head the skin of the Nemean lion - Λέων της Νεμέας, a vicious monster from Greek mythology who lived in Nemea and was eventually killed by Heracles. The first labor of Heracles, of the twelve set by King Eurystheus (his cousin), was to kill the Nemean lion and bring his skin to the king. It is also known from Greek mythology that the lion of Nemea took the form of a beautiful woman in order to seduce the inhabitants of neighboring villages, who wanted to save the girl from danger. Upon entering the cave, a man saw the woman, who usually pretended to be wounded, and rushed to help her. When he approached her, the woman turned into a lion and killed him. Then the lion devoured the man, giving his bones to Hades - ᾍδης, the god of Hell, who lived in the kingdom of shadows. The second version of the anthropomorphic image interpretation suggests Alexander the Great, king of Macedonia in the second half of the 4th century BC, one of the most famous heroes of the Greek world, who sometimes is depicted as Hercules - wearing a lion's skin. Some researchers consider the custom of wearing the skin of a slain lion a sign of royal power. The word βασιλεύς itself, translated from ancient Greek, means "walking the path of the lion", that is, the king. This title was held by the Greek kings from the Homeric period, and later, starting from the 7th century AD - by the Byzantine emperors.
