Parfum shop Floralia: A case of branded content at the beginning of the twentieth century
Abstract
This paper is intended to know the information of the brand-name parfum shop Floralia, one of the first Spanish companies to trust in the efficiency of advertising, and to find out if the main draftsmen at that time collaborated on this page.
The methodology used is based on the bibliographic and hemerographic review of the journals La Esfera and Nuevo Mundo from 1914 to 1930, and on the analysis of quantitative and qualitative content of the 85 pages of branded content.
This research shows that Floralia was the first company to adopt strategy of branded content in Spain in 1917 to nurture their consumers with informative contents and entertainement such as fashion and humor. Some excellent draftsmen collaborated on the page of branded content in the first third of the twentieth century.
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