Genesis of technical advertising in Spain. The case of El Bazar Murciano (1892-1929)

Resumen

Technical advertising began to take shape in Spain in the first third of the 20th century, promoted by Pedro Prat Gaballí, follower of the scientific advertising that Claude Hopkins developed in the United States. In that context, this article deals with the advertising activity of a merchant who, in the late 19th and early 20th centuries, developed modern advertising strategies, still unnamed. The discovery of branded content in El Bazar Murciano, a house organ of the trade of the same name, proposes the study from an unprecedented advertising perspective in the economic, social and cultural context of the moment. The methodology used starts from the newspaper review of El Bazar Murciano from its foundation in 1892 to its cessation in 1929. In total there are 38 copies, digitized in the Municipal Archive of Murcia. We have selected six representative texts from the cast of collaborations for the sample, to which we applied a content analysis to show that it is a house organ that responds to the branded content advertising strategy. The results reveal that the founder of El Bazar Murciano created one of the first house organs published in Spain, a pioneering newspaper in applying branded content optimizing the rise of literary, customary and humorous journalism in the first third of the 20th century.