Title: [Zumop, soft drinks: advertising spots in the program España en el aire]
Duration: 8 min., 27 seg.
Sound collection: Radio Alcoy
Summaries: Colección de tres cuñas publicitarias, de carácter nacional de Zumop, dentro del programa "España en el aire"
The years 50 constituted a decade with own entity, but at the same time of transition. In some sense, the radio configured like a media of avant-garde, precursor of the culture of masses and the society of consumption, thank you especially to the advertising, like reflection of the changes that went operating in economic politics and that carried to the country of the autarchy to the liberalisation.
It was the period of consolidation of the radio advertising business, with big influence of U.S. like one of the main valedores of the Franco regime, in the context of the Cold War. The radio contributed from his creation the possibilities of the voice and the music to the field of the advertising, and the majority of commercial formulas already had innovado in U.S. from 1926. In the Spain of the 50, the radio advertising business more powerful will articulate especially around two types of programs that were star in the period: The serial (gender derived of the serialización of the radionovela. By extension, theatre in the radio) and the quiz.
From principles of the decade, the companies Nestlé,Gallina Blanca and Nutrexpa initiated his career like big sponsors of this type of programs. It is not casualidad that treated of companies of alimentary products: in 1952 it decreed the end of the cartillas of rationing and although the level of life was elevating paulatinamente, the feeding kept on being the main expense of the families. These three big marks promocionaron three products crashes. Nutrexpa, the “Tail Cao” (whose advertising catchword was the song “Aquel negrito”), Nestlé, “leche condensada La Lechera” (with the song “La vaca lechera”) and Gallina Blanca, with the pills of “Avecrem, caldo de pollo” (with the quiz “Medio millón”, an unprecedented triumph).
In half of the big rural exodus, this type of foods no perishable was basic in front of the problems of shortage of some urban cores that grew without control. At all of articles of luxury or superfluos. This sponsorship gave like result a fast development of the radio industry around the “stars of the radio”, system mattered of U.S. (initially arisen of the cinematographic field) where the figure of the speaker (those voices that more liked to the public) and sometimes also the screenwirter were the star and no the program. They arose like this mythical names like David Cubedo, Bobby Deglané, Matías Prats, Pepe Iglesias “el zorro”, Tip and Top (Luis Sánchez Polack and Joaquín Portillo) and others, that exerted of speakers, actors and “men announce”, beside screenwriters like Guillermo Sautier Casaseca, Eduardo Vázquez or José Mallorquí. This model will be transplanted directly to television, especially during the period 1956-1965.
In economic politics and from 1957, the "tecnócratas" of the Opus Dei had gone implanting a series of tending measures to liberalise the economy (without political freedoms), that will culminate in the Plan of Stabilisation of 1959. Like this they were arriving in these years mark foreign and began to announce appliances of consumption (refrigerator and washing machine will be essential). Also they appeared the first portable radios that popularised in the years sixty.
Sociedad Española de Radiodifusión (Spanish Society of Broadcasting) SER, with Radio Madrid and Radio Barcelona like avant-garde with the advertising like paramount source of finance. A corporation of private radio of national scope of which Radio Alcoy will not form part until 1962. In the meantime, it was quite restricted to the announcements of companies and commercial establishments of local field, that in the years 50 were attracted directly by the Commercial company LAO. Of course, the emisora was perfecting the advertising formulas, in accordance with the broadcasts of national scope.
Listings advertising recordings:
University of Alicante. University library. Fonoteca