La publicidad como fenómeno comunicativo durante la Guerra Civil española.

Advertising as a Communicative Phenomenon during the Spanish Civil War.

Advertising is a phenomenon that has helped to model societies during the last century. In order to know how it has participated in some change processes it is essential to analyse its communicative dimension. Within the theoretical framework of the History of Social Communication, this research studies the function of the commercial discourse during the Spanish Civil War. Results in three levels have been concluded with an analytic model focused on the messages spread in the press. First, the modern evolution of the advertising technique is confirmed. Second, the different alignment of advertising is compared with the propagandistic discourse of each faction, as well as with its ideological and commercial interests, and with the different relationship with consumers about events. Third, advertisements allow us to observe many details about current life better than the information censored does; specifically, the struggle to survive in the most damaged republican cities is clearly perceived. [ABSTRACT FROM AUTHOR]

La publicidad es un fenómeno que ha ayudado a modelar las sociedades durante el último siglo y, para saber cómo ha participado en los procesos de cambio, es imprescindible analizar su dimensión comunicativa. Desde el marco teórico de la Historia de la Comunicación Social, este estudio aborda la función del discurso comercial durante la Guerra Civil española. Con un modelo analítico centrado en los mensajes difundidos en prensa se han obtenido resultados en tres niveles. Primero, se confirma la evolución moderna de la técnica publicitaria. Segundo, se compara la diferente alineación de la publicidad con el discurso propagandístico de las zonas enfrentadas, los intereses a los que respondía y la distinta interpelación a los consumidores respecto a los acontecimientos. Tercero, los anuncios permiten observar, mejor que la información censurada, ciertos detalles relativos a la vida cotidiana a ambos lados de las trincheras; en concreto, se percibe la lucha por la supervivencia en las ciudades republicanas más castigadas. [ABSTRACT FROM AUTHOR]

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