Mbi reklamën shqiptare midis dy luftërave botërore

The object of this work is to highlight the linguistic and cultural values that are contained in the advertisements published in the Albanian press in the period between the two worldwide wars. In this period when the writing and usage of the Albanian language was more important than the kind of the language variety used, the advertisement, without having it as an aim in itself, became part of the history of the written Albanian language. Although being conceived for an elite and educated class, the language of the advertisements was used also as a source of knowledge and as a reflection of the civilization and vigorous developments that the country was going under in that time, in all areas of life. By working continuously with it, by using the inner sources of the language, through the words and models borrowed from other languages, the compilers of advertisements developed and enriched the linguistic expression by giving it the features of a public speech and communication. The advertisements as well as the magazines where they were published are an expression of the patriotic feelings of the Albanian publishers who wanted to use the Albanian language as a means of segregation and communication with their Albanian speaking readers in the whole word.