LA PROPAGANDA COMERCIAL COMO TRANSMISORA DE ELEMENTOS IDENTITARIOS: ALGUNOS EJEMPLOS DE LA EPHEMERA MURCIANA A PRINCIPIOS DEL SIGLO XX. (Spanish)

COMMERCIAL ADVERTISING AS A TRANSMITTER OF IDENTITY ELEMENTS: SOME EXAMPLES OF THE MURCIAN EPHEMERA AT THE BEGINNING OF THE 20TH CENTURY. (English)

MURCIA (Spain); SPAIN

One of the less treated sections of the visual representations of Murcia has been the comercial ephemera. For this reason, given its limited and fleeting use, it has often not been considerated as a valvable section in the history of art. But the truth is that the labels of canning factories, fruits, liquors and other establishments, from the last years of the 19th century based on the design spread the most significant identity elements of this territory throughout Spain and the rest the world. In the majority of cases, the advertising brand was based on prints and images of Murcian romantic costums that had already been consolidated during the 19th century for the social demand of this currens, in other cases they were adapted to the new aesthetic criteria of the 20th century. Finally, this way of advertising each product helped to panted the denomination of origin of various companies, mainly agry-food, and at the same time to assimilate it with this southeast region thanks to its architectural landmarks, the orchard or its popular types. This last premise is the one we will address within this study when contrasting them other previous representations. [ABSTRACT FROM AUTHOR]

Uno de los apartados menos tratados de las representaciones visuales de Murcia ha sido el de la ephemera comercial. Por tal motivo, dado su uso limitado y efímero, en muchas ocasiones no se le ha considerado como un apartado estimable en la historia del arte. Pero lo cierto es que las etiquetas de fábricas de conservas, frutas, licores y otros establecimientos, desde los últimos años del siglo XIX y la primera mitad del XX, en base al diseño difundieron los elementos identitarios más significativos de este territorio por toda España y el resto del mundo. En la mayoría de casos, la marca publicitaria estaba basada en estampas e imágenes del Costumbrismo romántico murciano que ya se habían consolidado durante el ochocientos para la demanda social de esa corriente; en otros casos se fueron adaptando a los nuevos criterios estéticos del siglo XX. Finalmente, esta forma de publicitar cada producto ayudó a patentar la denominación de origen de diversas empresas de varios sectores, principalmente agroalimentarias, y al mismo tiempo a su asimilación con esta región levantina gracias a sus hitos arquitectónicos, la huerta o sus tipos populares. Esta última premisa es la que abordaremos dentro de este estudio al contrastarlas con otras representaciones anteriores. [ABSTRACT FROM AUTHOR]

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