CONSUMER CULTURE UNDER CONSTRUCTION, A REPRESENTATION OF WOMEN IN PRINTED ADVERTISEMENTS (1900-1940)

In the context of mass production of media images, the early occurrence of illustrations in the popular structure of advertisements is an extremely precious indicator of a revolutionary shift of attention - from words to the image - which occurred in Serbian printed media at the end of the 19th century. The crucial role in the shaping of both visual and textual plains in mass printed media was played by the occurrence of clothing industry around 1900, the majority of which was intended for women, both in European countries and in Serbia. The industrial production of ready- made clothing was accompanied by new shops and department stores as well as illustrated printed advertisements. It can be said that the industrial creation of products was closely followed by the mass production of images.