Fuentes documentales para la historia de la comunicación publicitaria en España

Laburpena

It is surprising to see, when the History of the advertising communication in Spain is studied, the lack of interest taken by the historians and advertising professionals of our country. With respect to the first group, that apathy could be explained understanding that it is more relevant for them to study the history of the economy or the society than the history of the advertising. Regarding to the second group, such apathy could be found in the nature of the object of study and the profession itself. The advertising fleetingness reaches, not only the concepts, but also its products -the advertising messages-, that made the professionals not to consider them relevant as objects of study. However, it is necessary to understand that the delay of the institutionalization of the studies in our country (1971) has been a great hindrance in the development of the historic investigation. These facts did not happen in other countries (USA and Great Britain), that count with a long and fruitful research tradition, where advertising history has been abundantly studied. This work has a bibliographic selection and a review of relevant authors and sources of the history of the advertising communication in Spain. Firstly, it is detailed the most important bibliography of the time in the beginning of our modern advertising. Secondly, it is offered a brief description of different documentary sources –press, illustrated magazines and technical magazines of the field-, essential to deal with the historic origins of the advertising in Spain. Afterwards, the most relevant and modern bibliography is commented, to conclude with an evaluation of the advertising historiography.