The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain

Purpose: this study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach: newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all k...

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Autores: Aramendia Muneta, María Elena, Rubio Varas, María del Mar, Torre Campo, Joseba de la
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2024
País:España
Institución:Universidad Pública de Navarra
Repositorio:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
OAI Identifier:oai:academica-e.unavarra.es:2454/53422
Acceso en línea:https://hdl.handle.net/2454/53422
Access Level:acceso abierto
Palabra clave:Advertisements
Advertising campaigns
Advertising history
Atomic energy
Atomic era
Nuclear energy
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spelling The power of persuasion: exploring the relationship between advertising and nuclear energy in SpainAramendia Muneta, María ElenaRubio Varas, María del MarTorre Campo, Joseba de laAdvertisementsAdvertising campaignsAdvertising historyAtomic energyAtomic eraNuclear energyPurpose: this study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach: newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all kinds of unrelated products. This study interprets the message and information contained in several marketing campaigns from the detonation of the first nuclear bomb in 1945 until the inauguration of the first nuclear facility in Spain in 1968. Findings: private companies leapt at the chance to use the new technology, with its promises of a brighter future, to promote their products, including watches, Venetian blinds, anisette, chocolates, pencils and fountain pens, spa resorts, books and encyclopaedias, laundry detergents, pressure cookers, concentrate feeds and hair restorers. This study makes a major contribution to the history of marketing literature, focusing on nuclear energy as an influential agent in industry, advertising agencies and popular culture. It shows how advertising campaigns used terms such as 'nuclear', 'atomic' and 'atomic bomb' and images of mushroom clouds or atom symbols to denote modernity and allure and explores how government policies - in this case, concerning nuclear energy - can influence marketers and advertisers. Originality/value: the paper's originality stems from its analysis of Spanish advertisements to explore marketing history through the terms and imagery associated with nuclear energy and its industry. It further contributes to the understanding of how nuclear energy is represented and conceptualised for various purposes in popular culture.Universidad Pública de Navarra, Project Nr. PJUPNA2023-11931.EmeraldEconomíaGestión de EmpresasEkonomiaEnpresen KudeaketaUniversidad Pública de Navarra / Nafarroako Unibertsitate Publikoa, PJUPNA2023–119312024info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfhttps://hdl.handle.net/2454/53422reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglésThis author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.comhttps://creativecommons.org/licenses/by-nc/4.0/info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/534222026-06-17T12:41:47Z
dc.title.none.fl_str_mv The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
title The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
spellingShingle The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
Aramendia Muneta, María Elena
Advertisements
Advertising campaigns
Advertising history
Atomic energy
Atomic era
Nuclear energy
title_short The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
title_full The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
title_fullStr The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
title_full_unstemmed The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
title_sort The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain
dc.creator.none.fl_str_mv Aramendia Muneta, María Elena
Rubio Varas, María del Mar
Torre Campo, Joseba de la
author Aramendia Muneta, María Elena
author_facet Aramendia Muneta, María Elena
Rubio Varas, María del Mar
Torre Campo, Joseba de la
author_role author
author2 Rubio Varas, María del Mar
Torre Campo, Joseba de la
author2_role author
author
dc.contributor.none.fl_str_mv Economía
Gestión de Empresas
Ekonomia
Enpresen Kudeaketa
Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa, PJUPNA2023–11931
dc.subject.none.fl_str_mv Advertisements
Advertising campaigns
Advertising history
Atomic energy
Atomic era
Nuclear energy
topic Advertisements
Advertising campaigns
Advertising history
Atomic energy
Atomic era
Nuclear energy
description Purpose: this study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach: newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all kinds of unrelated products. This study interprets the message and information contained in several marketing campaigns from the detonation of the first nuclear bomb in 1945 until the inauguration of the first nuclear facility in Spain in 1968. Findings: private companies leapt at the chance to use the new technology, with its promises of a brighter future, to promote their products, including watches, Venetian blinds, anisette, chocolates, pencils and fountain pens, spa resorts, books and encyclopaedias, laundry detergents, pressure cookers, concentrate feeds and hair restorers. This study makes a major contribution to the history of marketing literature, focusing on nuclear energy as an influential agent in industry, advertising agencies and popular culture. It shows how advertising campaigns used terms such as 'nuclear', 'atomic' and 'atomic bomb' and images of mushroom clouds or atom symbols to denote modernity and allure and explores how government policies - in this case, concerning nuclear energy - can influence marketers and advertisers. Originality/value: the paper's originality stems from its analysis of Spanish advertisements to explore marketing history through the terms and imagery associated with nuclear energy and its industry. It further contributes to the understanding of how nuclear energy is represented and conceptualised for various purposes in popular culture.
publishDate 2024
dc.date.none.fl_str_mv 2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/53422
url https://hdl.handle.net/2454/53422
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv https://creativecommons.org/licenses/by-nc/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Emerald
publisher.none.fl_str_mv Emerald
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad Pública de Navarra
instname_str Universidad Pública de Navarra
reponame_str Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
collection Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
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