Els fonaments de la docència publicitària a Catalunya, a través de l'aportació científica de Pere Prat Gaballí
Advertising in Catalonia originated thanks to Catalan pioneers´ business vision, instinct and tenacity. One of the principal pioneers of the modern Catalan advertising was Pere Prat Gaballí (Barcelona, 1885-1962). His methods and advertising knowledge, were initially based on scientific fundaments,...
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| Tipo de recurso: | tesis doctoral |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | España |
| Institución: | CBUC, CESCA |
| Repositorio: | TDR. Tesis Doctorales en Red |
| OAI Identifier: | oai:www.tdx.cat:10803/670955 |
| Acceso en línea: | http://hdl.handle.net/10803/670955 |
| Access Level: | acceso abierto |
| Palabra clave: | Psicologia de la publicitat Psicología de la publicidad Psychology of advertising Publicitat científica Publicidad científica Scientific advertising Docència publicitària Docencia publicitaria Teaching advertising Economia de la publicitat Economía de la publicidad Economics of advertising Publicitat moderna Publicidad moderna Modern advertising Catalan advertising Pere Prat Gaballí Divulgació científica Divulgación científica Science news 378 5 65 |
| Sumario: | Advertising in Catalonia originated thanks to Catalan pioneers´ business vision, instinct and tenacity. One of the principal pioneers of the modern Catalan advertising was Pere Prat Gaballí (Barcelona, 1885-1962). His methods and advertising knowledge, were initially based on scientific fundaments, with the purpose of introducing modern advertising in Catalonia. Likewise, we can consider him to be a science communicator in Catalan advertising theory with international recognition. However, in the year 1915, Pere Prat Gaballí was the first to realize the first subject of advertising at La Casa Llotja de Mar. In addition, we considered him as introducer of new rational argument to advertising, based on psychological approach, and this makes obvious especially at the lessons explained in mercantile class, during the course of 1915-1916, as well as through a series of writings: La publicidad of nuestro tiempo (1915) and, in an outstanding way, Una nueva técnica: la publicidad científica (1917), edition of the course of 1916-1917, that is considered the first Hispanic work devoted to advertising discipline. Lastly, the research of the doctoral thesis focuses on the origins of the fundaments of teaching about advertising in Catalonia |
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