MEGATRENDS AND MEDIA

MEDIA AND MARKETING GAMES OF THE OLIGARCHS
scale. Production is gradually concentrated in bigger manufacturing
and production complexes, capital is concentrated and the economy
becomes monopolized. Products are standardized, new forms of trade
and shopping appear – department stores. In 1930 in total 562 000
people 1 worked in all forms of trade – wholesale and retail, foreign
trade, consumer cooperative trade, auxiliary trades, hotel and catering
business. The dynamic of the economy gradually results in the dominance
of supply over demand, i.e., in the necessity for manufacturers,
producers, traders and vendors to adopt an active business behaviour
in the market. Advertising enjoys an unheard of dynamic in 1927 leading
to the irst important institutionalization of advertising activities – i.e.,
the foundation of the Reklamní klub Československý (Reklub) (The
Czechoslovak Advertising Club/the Reklub).
2 The Reklamní klub československý (the Czechoslovak
Advertising Club/the Reklub) and professionalization
of the ield – ethic and effectiveness
And it is exactly the Reklub that is the key driving the development of
advertising – of the advertising media, tools, activities, unusual forms of
commercial communication and as the major organizer of all advertising
life in the era of the 1 st Republic feels most the laws in legislation,
ethics, concrete everyday advertising practice. It comes as no surprise
that exactly this organization in its Statutes approved on 21 November
1927 under the ref. no. 72579/27 2 of the Ministry of Interior ČR in
the art. 2 of the Statutes declares: „The purpose of the club is to study
modern advertising, sales organization in general, disseminate their
awareness, promote modern advertising and selling methods, care of a
better advertising and ight against a deceptive and economically
detrimental advertising, represent the Czech advertising in the country
as well as abroad and generally protect the interests of advertising
professionals“. In the characteristic of the means used to fulil this
purpose, it is stated in the art. 3:
„The Club achieves its purpose by these means:
1. Organizing lectures, courses and meetings, visits to industrial and trade
facilities,
1 PRŮCHA, V. a kol.: Hospodářské a sociální dějiny Československa 1918-
1992. Brno : Doplněk, 2004. p.172-173.
2 The Statutes of the Reklamní klub československý, In Národní archív ČR,
MVII-NR, Carton 9698, sig. 260/01 Reklub, p. 1.
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