Title: [Nueva Esperanza buildings, S.L.: advertisement]
Duration: 1 min., 32 seg.
Sound collection: Radio Alcoy
Summaries: Colección de cuñas publicitarias de carácter local de Construcciones Nueva Esperanza S.L., calle San José 31, 2º de Alcoy
The 1960s were boom and renewal of the advertising world, while radio relinquished its cutting edge in the field of advertising, for other media such as television (arrived in 1956 and it was implemented gradually with policies such as the Teleclubs promoted by the goverment), the graphic press and even posters and billboards. The reasons were varied, and not only of a technical nature -the introduction of frequency modulation in Spain was slow and gradual- but also political, the relative laxity of censorship not favored so deeply to the radio to the press –at least at the beginning-, although always with nuances. A situation that would be changing throughout the 1970s, a very troubled period political and social, of economic crisis (the radio had to lower advertising rates since 1969), end of the dictatorship and transition to democracy.
However, in a matter of advertising methods and techniques it should be talk about continuity and improvement thereof with respect to the previous decade. The main formulas were invented and it only remained to improve them. It was the golden age of the “Jingle advertising”, short pieces of music very catchy lyrics (usually in verse) which are used to promote and advertise a brand, product or service. Many of which were printed in the popular memory of listeners and still are remembered by those who heard them. There was also a notable development of the radio spot and the sponsored programs, it had been one of the most lucrative innovations to economic level arising during the previous decade.
The agreement with Cadena SER in February 1962 meant a before and an after in every way, especially in the field of advertising. Above and with some exceptions, the radio station had been constrained to the local level, limiting its sources of funding, being the main source of income of private broadcasters during the Franco regime, virtually exclusive advertising. The agreement meant effortlessly get a percentage of the benefits reported by relaying the advertising campaigns organized by corporations comerciales. This was a great success at the economic level. This does not mean that they disappeared the sponsors and local advertisers, for a long time constituted a very important source of income for the radio station. But the amounts entered under this heading were gradually declining to be practically symbolic since the mid-1980s.
Radio Alcoy has an interesting and varied repertoire of local advertising. Radio spots, jingles and masks of sponsored programs it marked several generations of Alcoy's people and that they are –each one by itself and all together- a cultural, social and commercial/advertising testimony of the first magnitude, at a time of profound socio-economic and cultural transformations, fundamental in our history recent.
Listings advertising recordings:
Universidad de Alicante. Biblioteca Universitaria. Fonoteca