Res Humanitariae

The article analyses the tendencies of the expression of the relation between the addresser and the addressee in the first Lithuanian advertisements, published in the periodicals Aušra, Varpas and Židinys at the end of the 19th century and the first half of the 20th century. The relation between the addresser and the addressee is considered to be one of the ways to achieve the peripheral persuasion effect. Attempts are made to perceive these relations in the article by analysing the linguistic expression in terms of pragmatic linguistics and stylistics, by means of which the addresser names the addressee and expresses a request-persuasion to purchase the advertised product. Since advertising is one of the most popular public genres entrenched in the present-day language, indirectly but considerably affecting not only the standard language development, but also the culture of communication, when analysing the tendencies of the expression of the relation between the addresser and the addressee in the first advertisements, the research results have been evaluated with respect to the rules of the general principle of politeness.