Innovative advertising strategies of the “Peter Makovický” Bryndza (sheep cheese) Dairy at the turn of the 19th and 20th centuries and the influence of Art Nouveau on their visual design

RASTISLAV MOLDA
Katedra slovenských dejín, Filozofická fakulta, Univerzita Komenského v Bratislave

Abstract: The study examines the advertising strategies of the bryndza-producing company “Peter Makovický” at the turn of the 19th and 20th centuries, focusing on forms of promotion and the influence of Art Nouveau on their visual appearance. Based on an analysis of period press, calendars, and visual sources preserved in museum collections, it identifies a wide range of advertising tools, from textual advertisements to posters, vignettes, and labels. Particular attention is paid to the motif of a shepherdess derived from the work of Jaroslav Věšín, which became a key visual element of the brand. The study highlights the transition from simple informational advertising to more visually sophisticated solutions influenced by Art Nouveau aesthetics. Although the posters do not fully correspond to formal Art Nouveau principles, they reflect its thematic and ideological aspects, especially the idealization of nature and rural life. The research demonstrates that the company employed innovative and modern marketing strategies that contributed to the successful promotion of bryndza in both domestic and international markets.

Keywords: bryndza, advertising, Art Nouveau, visual culture, poster, Ružomberok, 19th century, marketing strategies.