Consumption, Development and Advertising. An Historical Approach (Spain, 1960-1975)

Abstract

The Stabilization Plan (1959) assumed an economic upturn in Spain. Since then, the Francoist authorities recognized the role that advertising would play in the country development, sparking the consumption of goods and therefore market growth. For this reason they legally regulated profession (Statute of Advertising) and formally organized education (Official School of Advertising Technicians). The advertising market matured during the last years of the Francoist Spain. After decades of knowing neither audience data nor press circulation, this same development of the profession, led the agencies, media and advertisers to together establish two core institutions: Circulation Audit Bureau (OJD) and the General Media Study (EGM). Perhaps the arrival of American agencies contributed to this achievement. Spanish economic openness allowed the entry of investments of foreign companies and their advertising agencies. Multinationals have arrived in Spain since 1963 (through subsidiaries or participating in the capital of national agencies) and raised the level of Spanish advertising. This was viewed with benevolence by a society that probably confused consumerism with freedom. Or perhaps complied with consumerism, because it could not aspire to more. In this sense the influence of television was decisive. Through it (the most demanded home appliance in the 60´s) advertising sold to the Spanish not what their life was, but what it could be.