Spanish Advertising during the Franco Regime (1939-1975): from Autarchy to Cosumerism

TitleSpanish Advertising during the Franco Regime (1939-1975): from Autarchy to Cosumerism
Publication TypeConference Paper
Author(s)Montero, M.
Affiliation (1st Author)Universidad de Navarra School of Communication
Section or WGHistory Section
DateThurs 27 June
Slot CodeHIST4a
Slot Code (Keyword)HIST4a
Time of Session16:00-17:30
RoomHelix - The Studio
Session TitleIdentities, stereotypes, interpretations and the media
Submission ID4487

This paper examines the role of advertising during the Franco regime, its influence on the evolution of the system towards a more tolerant position with modernity. Three types of sources were used. First, literature, a study of technical publications on advertising, published in the 40´s and 50´s, some of which are unprecedented works. This literature has been completed with research on consumption, published works by advertisers and agencies and with the review of the major campaigns in media. Secondly, archival sources in specific areas, particularly with regard to official support received for advertising in 1964, was also used. Finally, oral sources, specifically interviews with advertising professionals who re-launched the field between 1960 and 1975 have been extremely valuable. It is arguable that, during the 40´s advertising condemned the autarchy that was plunging the country. In the 50´s it knew how to open the minds of the Spanish towards consumer products and lifestyles common in other markets. And from the 60´s to the end of the Franco regime, it made the public associate various products with values far from those of the official Spain.

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