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A voyage to the 20th century
By SANDRA SANCHEZ ATIENZA
Friday, February 24 , 2017
From the 16 of February to the 8th of
commercial posters of the 20th century
in the Cultural Coliseum of Villaviciosa
de Odón shows a selection of the 8500
advertising posters that Carlos Velasco,
a Professor of economics at UNED, has
gathered since 1992.
th The itinerant and free exhibition, opening in Alcalá de Henares until the 14th of February, was well received by the attending public. It was organized by Red Itiner, an initiative of the regional government.
With a very noticeable aesthetic, these advertising posters of different brands of daily products portray the society of the time and allow the viewers to be acquainted with the living standards of that moment.
In a world where television was practically non-existent, they became the most accessible and extended means of diffusion until the beginning of the 1970s. Some of these brands still persist today.
Among the great poverty, illiteracy and social inequalities of the 20th century, there were these simple, brightly colored and striking images that attracted people’s attention. “With this sample we want to transmit a vision of the daily life of the Spain that does not appear in the history books, the one that laughed, suffered and was excited”, mentions Velasco. Many of them were made by significant illustrators, of which we can highlight J. Renau, Falgás, J. Segrelles, Bartolozzi, Ortego Vereda, Ribas and Ruano Llopis.
Initially, they could be found at the flea market but, over time, these commercial posters became more expensive and could only be acquired at auction houses.
Commercial posters that can be beheld in the exhibition In fact, most of those images had a straightforward message and a high visual impact as the product appeared at the forefront. As time passed, there was a shift in the advertising world: products were no longer the priority. Instead, there was a necessity for brands to gain the trust of consumers. This has evolved until today, where adverting play a crucial role in our life. Indeed, it feeds us on a daily basis.
“Many images together can explain the feeling of a society at a certain point in history” – Carlos Velasco Journalistic communication (Group 45) ...