Catalonia, the pioneer of advertising as an academic science in Spain (DOI: 10.2436/20.3000.02.54) Authors Lluís Costa Universitat de Girona Adrià Vidal Universitat de Girona Keywords: advertising, mass communication, education, press, psychology Abstract The fundamental goal of our research was to demonstrate that it was in Catalonia that advertising was first given the status of academic science in Spain in the opening decades of the 20th century, based on the knowledge and advances of the most industrialized countries, especially the USA. Our findings confirm three main lines of the proposed hypotheses, namely: a) the secondary role played by Spain in worldwide advertising theory; b) the national interest in adapting advertising studies in Spanish curricula, above all according to the contributions of Catalan theorists; and c) the leading role of the written press as a platform for the dissemination of advertising.Key words: advertising, mass communication, education, press, psychology.Original source: Comunicació. Revista de recerca i d'anàlisi, 37: 55-76 (2020) Downloads Download data is not yet available. Downloads PDF () PDF Issue No. 11 (2021) Section Communication License The intellectual property of articles belongs to the respective authors.On publishing articles to the journal Catalan Social Sciences Review (CSSR), authors accept the following terms:Authors assign to Philosophy and Social Sciences Section (a subsidiary of Institut d’Estudis Catalans) the rights of reproduction, communication to the public and distribution of the articles published in Catalan Social Sciences Review (CSSR).Authors are responsible for obtaining permission for the reproduction of all graphic material included in articles.Philosophy and Social Sciences Section declines all liability for the possible infringement of intellectual property rights by authors.The contents published in the journal, unless otherwise stated in the text or in the graphic material, are subject to a Creative Commons Attribution-NonCommercial-NoDerivs (by-nc-nd) 3.0 Spain licence, the complete text of which may be found at http://creativecommons.org/licenses/by-nc-nd/3.0/es/deed.en. Consequently, the general public is authorised to reproduce, distribute and communicate the work, provided that its authorship and the body publishing it are acknowledged, and that no commercial use and no derivative works are made of it.Catalan Social Sciences Review (CSSR) is not responsible for the ideas and opinions expressed by the authors of the published articles.
