Title: [Cervera milk: advertisement]
Duration: 59 seg.
Sound collection: Radio Alcoy
Summaries: colección de dos cuñas publicitarias
The 1960s in Spain were a phase of profound socio-economic and cultural change due to the economic policy of the 1950s. In economic policy, and since 1957, technocrats of Opus Dei had been implementing a series of measures to liberalize the economy (without political freedoms), that it will culminate in the Stabilization Plan of 1959. The development of the consumer society in Spain was the result of a number of important factors. The population had become increasingly concentrated in certain urban centres, moving gradually to the industrial sector and services. Strengthened the presence of women in the labour market. There were great migrations of Spanish workers to certain countries in Europe, especially during the period 1961-1973. Tourism has increased in an extraordinary way, foreign investment multiplied and began to settle important multinational companies.
Everything had its apparent impact in the media of masses, and vice versa. The development of advertising and modern advertising language was great. This new socio-economic context, with many and varied factors renovators, favored the advertising expansion. In fact, the advertising was diversifying as consumption patterns were changing, until then focused in the staples. For example, and linked to the arrival of foreign brands, from 1959 begin to announce the consumer appliances (refrigerator and washing machine). In the same way, they were cheaper and popularizing the smallportable radios, manufactured with transistors and fed with batteries, that allowed to listen to the radio anywhere without relying on the large family appliance: There is an individualization of listening, so the programming - and thus the advertising - should adapt to each member of the family. Between 1959 and 1962 were established the first American record, initiating the great boom of music radio, closely related to the advertising world. And with the first record companies, the first international advertising agencies. They compete, they buy, sign agreements and mergers with a national advertising agencies very influenced by external economic openness.
In the political field and the Government redevelopment of July 1962, Manuel Fraga Iribarne was appointed Minister of information and tourism, "aperturista" sector that it sought to propaganda coverage to new realities to achieve endure the dictatorship and make it ignore the rule of law. Radio met a technological leap with the FM stereo broadcasts. Advertising was inserted at the same time in the "technocratic economic developmentalism" with state propaganda (the great campaigns of the regime: "Gibraltar Spanish", "Spain is different", "XXV years of peace"). Also enacted the advertising status of 1964, which defined a legal and business framework for advertising, which although very prude and subject to control and censorship, acknowledged for the first time the importance of advertising in the economy and consolidated legal profession. additionthe National Institute of advertising (1965) was created, you primeas them formal schools of advertising (which in the 1970s will be fully University), there was a boom of advertising associations and publications on publicity (books and magazines). However, radio advertising went through difficulties from late 1960s (particularly the sponsored serials) and had to be cheaper fees (for the benefit of the TV), and while the economic crisis of the 1970s also affected advertising agencies, mass culture continued in upward phase.
The future happened very quickly, and Radio Alcoy considered that to increase the profitability of the station was required to achieve announce major real estate commercial stable form and not only survive with the indigenous local ads. This and other reasons prompted the signing of a collaboration agreement with the SER, the most powerful private stations chain, symbol of enterprise development. Thus, among other things, Radio Alcoy could opt to transmit the advertising campaigns for large companies.
Listings advertising recordings:
University of Alicante. University Library. Fonoteca