Abstract

MONTERO, Mercedes. Women, advertising, and consumption in Spain: a diachronic approach. anagramas rumbos sentidos comun. [online]. 2011, vol.9, n.18, pp.83-91. ISSN 1692-2522.

In Spain, advertising made transition of a survival society to a modern consumption society easier. The process took place during the last century and displayed two vital moments: a period between wars and the 60's. In both cases, the woman's role was vital, because women were used to promote consumption in the 20's and 30's and to consolidate consumption years later. This article is intended to analyze the circumstances around which Spanish women became the main advertising promoters and the most important allies of consumption. The intention was to base modernity on women without taking into account resulting contradictions: women's education was totally behind and experimental psychology theories were observed keeping traditional ''clichés'' about women's role in society.

Keywords : advertising; consumption society; Spain; woman.

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