{"id":6948,"date":"2024-11-27T17:03:18","date_gmt":"2024-11-27T16:03:18","guid":{"rendered":"https:\/\/www.fu1838.org\/les-joies-de-l-arxiu\/"},"modified":"2025-03-03T12:55:03","modified_gmt":"2025-03-03T11:55:03","slug":"les-joies-de-l-arxiu","status":"publish","type":"page","link":"https:\/\/www.fu1838.org\/ca\/les-joies-de-l-arxiu\/","title":{"rendered":"Les Joies de l&#8217; Arxiu"},"content":{"rendered":"\n<div class=\"wp-block-group alignfull has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-cover alignfull uriach-header-block-cover\" style=\"padding-top:0;padding-right:0;padding-bottom:0;padding-left:0\"><span aria-hidden=\"true\" class=\"wp-block-cover__background has-background-dim-0 has-background-dim\" style=\"background-color:#5d819e\"><\/span><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"440\" class=\"wp-block-cover__image-background wp-image-498\" alt=\"\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/header-joyas-fundacion.jpg\" data-object-fit=\"cover\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/header-joyas-fundacion.jpg?v=1736413756 1400w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/header-joyas-fundacion-300x94.jpg?v=1736413756 300w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/header-joyas-fundacion-1024x322.jpg?v=1736413756 1024w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/header-joyas-fundacion-768x241.jpg?v=1736413756 768w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><div class=\"wp-block-cover__inner-container has-global-padding is-layout-constrained wp-container-core-cover-is-layout-c06d165c wp-block-cover-is-layout-constrained\">\n<div class=\"wp-block-columns alignfull is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column has-base-2-color has-text-color has-background has-link-color wp-elements-4d9edf284c8f9e518901871de3fb73f6 is-layout-flow wp-block-column-is-layout-flow\" style=\"background-color:#00c405b3;padding-top:var(--wp--preset--spacing--30);padding-right:var(--wp--preset--spacing--20);padding-bottom:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-group uriach-header-block-cover-content has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<h1 class=\"wp-block-heading has-base-2-color has-text-color has-link-color wp-elements-d7457162483b7b4608f610b7ad86446a\">Les Joies de la Fundaci\u00f3 Uriach<\/h1>\n\n\n\n<p class=\"has-text-align-left\">La Fundaci\u00f3 gestiona m\u00e9s de 12.000 llibres sobre la hist\u00f2ria de les ci\u00e8ncies de la salut i m\u00e9s de 30.000 documents d&#8217;arxiu relacionats amb la hist\u00f2ria de l&#8217;empresa. Entre tot aquest material, podem trobar algunes joies que destaquen per la seva import\u00e0ncia, singularitat o representativitat. En aquesta secci\u00f3 podr\u00e0s accedir a algunes d&#8217;aquestes obres, que esperem et resultin interessants.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\" style=\"margin-top:var(--wp--preset--spacing--30);margin-bottom:var(--wp--preset--spacing--30)\">\n<div class=\"wp-block-columns uriach-joyas-nav is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-contrast-color has-text-color has-link-color wp-elements-64a77b8a4b64782f771647f7e08ecf60\" style=\"font-size:clamp(16.834px, 1.052rem + ((1vw - 3.2px) * 1.302), 26px);font-style:normal;font-weight:300\"><a href=\"https:\/\/www.fu1838.org\/ca\/les-joies-de-la-biblioteca\/\" data-type=\"page\" data-id=\"496\">Joies de la Biblioteca<\/a><\/h2>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-custom-azul-color has-text-color has-link-color wp-elements-2e49170aae2bb94ec578080e4f2abc3a\" style=\"font-size:clamp(16.834px, 1.052rem + ((1vw - 3.2px) * 1.302), 26px);\">Joies de l&#8217;Arxiu<\/h2>\n<\/div>\n<\/div>\n\n\n\n<hr class=\"wp-block-separator alignwide has-alpha-channel-opacity\"\/>\n<\/div>\n\n<div class=\"wp-block-group alignwide has-global-padding is-layout-constrained wp-block-group-is-layout-constrained\">\n<div class=\"wp-block-query alignwide uriach-block-query is-layout-flow wp-block-query-is-layout-flow\">\n\n\n<div class=\"wp-block-group is-layout-flow wp-block-group-is-layout-flow\" style=\"margin-top:0;margin-bottom:0;padding-top:var(--wp--preset--spacing--20);padding-right:0;padding-bottom:var(--wp--preset--spacing--20);padding-left:0\"><ul class=\"columns-1 alignfull wp-block-post-template is-layout-grid wp-container-core-post-template-is-layout-33ea06d9 wp-block-post-template-is-layout-grid\"><li class=\"wp-block-post post-7235 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-fotografia\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1615\" height=\"2560\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-scaled.jpg\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-scaled.jpg 1615w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-189x300.jpg 189w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-646x1024.jpg 646w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-768x1218.jpg 768w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-969x1536.jpg 969w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/OrigenesFotografia_01-1292x2048.jpg 1292w\" sizes=\"auto, (max-width: 1615px) 100vw, 1615px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Fotografia<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">Els or\u00edgens de la fotografia. La vida retratada<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1860-1920<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>L\u2019arribada de la fotografia a Espanya es remunta a mitjans del segle XIX i aviat es va estendre per les principals ciutats del pa\u00eds, impulsada per les innovacions tecnol\u00f2giques i les noves oportunitats de negoci que s&#8217;obrien. Inicialment, la fotografia es va desenvolupar a trav\u00e9s dels retrats d\u2019estudi, per\u00f2 posteriorment, amb l\u2019aparici\u00f3 de c\u00e0meres m\u00e9s port\u00e0tils i pel\u00b7l\u00edcules m\u00e9s sensibles a la llum, va ser possible capturar imatges en exteriors, immortalitzant esdeveniments p\u00fablics i escenes quotidianes. Aquesta col\u00b7lecci\u00f3 inclou principalment imatges de l\u2019\u00e0mbit de la fam\u00edlia Uriach, entre elles retrats d\u2019estudi realitzats per fot\u00f2grafs tan reputats com els germans Napole\u00f3n (Antoni i Emili Fern\u00e1ndez) i Pau Audouard, aix\u00ed com fotografies familiars en exteriors.<\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/els-origens-de-la-fotografia-la-vida-retratada\/\" title=\"Els or\u00edgens de la fotografia. La vida retratada\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7236 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-fotografia\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"440\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Inicios_Industria_Salud.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Inicios_Industria_Salud.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Inicios_Industria_Salud-206x300.png 206w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Fotografia<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">Retratant els inicis de la ind\u00fastria farmac\u00e8utica<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1919<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>L\u2019any 1919, Uriach va decidir traslladar la seva seu a unes noves instal\u00b7lacions, m\u00e9s grans i eficients, situades a la zona m\u00e9s moderna i industrial de la ciutat de Barcelona, l\u2019Eixample. Per immortalitzar aquest esdeveniment important, es va organitzar una sessi\u00f3 fotogr\u00e0fica que va donar lloc a aquest conjunt d\u2019imatges. Aquestes fotografies van ser possibles gr\u00e0cies a l\u2019evoluci\u00f3 de les noves c\u00e0meres fotogr\u00e0fiques port\u00e0tils, constru\u00efdes amb fusta, metall i cuir, que utilitzaven manxes per a l\u2019enfocament, lents de vidre, obturadors mec\u00e0nics simples i un tr\u00edpode, necessari per garantir l\u2019estabilitat i la nitidesa de les imatges, especialment en condicions de poca llum en espais interiors.<\/p>\n\n<p>Aquest conjunt d\u2019imatges ens permet con\u00e8ixer com era i a qu\u00e8 es dedicava una empresa com Uriach a inicis del segle XX, a trav\u00e9s d\u2019instant\u00e0nies de la drogueria, oficines, laboratoris i magatzems, entre altres.<\/p>\n\n<p><\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/retratant-els-inicis-de-la-industria-farmaceutica\/\" title=\"Retratant els inicis de la ind\u00fastria farmac\u00e8utica\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7237 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-fotografia\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"400\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Miradas_Industriales.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Miradas_Industriales.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Miradas_Industriales-227x300.png 227w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Fotografia<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">Mirades industrials: Leica &#038; Hasselblad<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1961-1990<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>A la d\u00e8cada de 1960 es va decidir retratar els nous i moderns laboratoris de la companyia. Per a aix\u00f2, es va rec\u00f3rrer a Agust\u00ed Centelles, un dels millors fotoperiodistes espanyols, qui, despr\u00e9s de la Guerra Civil, es va dedicar a la fotografia industrial per evitar les repres\u00e0lies del r\u00e8gim. Armat amb la seva c\u00e0mera Leica, Centelles va capturar imatges d\u2019una gran bellesa i valor art\u00edstic de les instal\u00b7lacions de la companyia. Deu anys m\u00e9s tard, va arribar Catal\u00e0-Roca, un fot\u00f2graf de gran renom, qui, amb la seva c\u00e0mera Hasselblad, va immortalitzar les instal\u00b7lacions, els actes i les persones d\u2019Uriach durant m\u00e9s de 20 anys. Gr\u00e0cies a aquests dos artistes \u00fanics, aquesta \u00e0mplia col\u00b7lecci\u00f3 ens ofereix imatges d\u2019un per\u00edode de gran import\u00e0ncia per a la ind\u00fastria del nostre pa\u00eds.<\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/mirades-industrials-leica-hasselblad\/\" title=\"Mirades industrials: Leica &#038; Hasselblad\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7238 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-publicitat\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"440\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Modernismo_Publicidad.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Modernismo_Publicidad.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Modernismo_Publicidad-206x300.png 206w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Publicitat<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">El modernisme i la publicitat<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1885-1908<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>A finals del segle XIX i inicis del XX, la ciutat de Barcelona va experimentar un apogeu econ\u00f2mic i cultural en \u00e0mbits com l\u2019arquitectura, la m\u00fasica, el cartellisme i la publicitat, amb figures destacades com Antoni Gaud\u00ed, Dom\u00e8nech i Montaner, Ramon Casas i Santiago Rusi\u00f1ol, entre d\u2019altres. En aquest context, l\u2019art modernista es va convertir en un mitj\u00e0 clau per promoure productes i serveis a trav\u00e9s del cartellisme i la publicitat. Aquests dos mitjans van saber integrar les caracter\u00edstiques pr\u00f2pies del modernisme: l\u00ednies sinuoses, inspiraci\u00f3 en la natura i exaltaci\u00f3 de la bellesa, creant obres que no nom\u00e9s venien, sin\u00f3 que tamb\u00e9 embellien la ciutat i la omplien d\u2019orgull.<\/p>\n\n<p>Aquesta col\u00b7lecci\u00f3, que inclou obres d\u2019Antonio Utrillo i Francisco Seix, entre d\u2019altres, \u00e9s un reflex d\u2019un moment irrepetible per a la cultura del nostre pa\u00eds.<\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/el-modernisme-i-la-publicitat\/\" title=\"El modernisme i la publicitat\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7239 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-publicitat\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"440\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Publicidad_Extranjero.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Publicidad_Extranjero.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Publicidad_Extranjero-206x300.png 206w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Publicitat<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">Publicitat arribada de l\u2019estranger<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1910-1950<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>A finals del segle XIX i inicis del segle XX, Espanya encara es trobava en una fase preindustrial, per la qual cosa, per a Uriach, era crucial importar mat\u00e8ries primeres, maquin\u00e0ria i especialitats farmac\u00e8utiques de pa\u00efsos com Fran\u00e7a, It\u00e0lia o els Estats Units.En aquest context, es va produir l\u2019arribada massiva de nous productes i, amb aquests, tamb\u00e9 van comen\u00e7ar a apar\u00e8ixer estrat\u00e8gies publicit\u00e0ries avan\u00e7ades, que inclo\u00efen cartells, anuncis a la premsa i la r\u00e0dio, aix\u00ed com la creaci\u00f3 d\u2019esl\u00f2gans enganxosos. Aquestes innovadores campanyes no nom\u00e9s promovien la venda de productes, sin\u00f3 que tamb\u00e9 influ\u00efen en els gustos i h\u00e0bits de consum de la societat de l\u2019\u00e8poca.Aquesta situaci\u00f3 va canviar abruptament amb l\u2019arribada de la Guerra Civil i la posterior prohibici\u00f3 de comerciar amb pa\u00efsos estrangers.&#13;\n&#13;\nEn aquesta col\u00b7lecci\u00f3 podem observar la publicitat estrangera de la primera meitat del segle XX, aix\u00ed com la seva influ\u00e8ncia posterior.<\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/publicitat-arribada-de-lestranger\/\" title=\"Publicitat arribada de l\u2019estranger\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7240 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-publicitat\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"440\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Era_Grafistas.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Era_Grafistas.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Era_Grafistas-206x300.png 206w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Publicitat<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">L\u2019era dels grafistes<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1950-1970<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>Amb l\u2019inici de la producci\u00f3 i distribuci\u00f3 de productes propis per part d\u2019Uriach durant la postguerra, deixant de banda els productes estrangers, la companyia va apostar per un grup d\u2019artistes prometedors perqu\u00e8, amb la seva innovadora publicitat, impulsessin les vendes d\u2019aquests nous productes. Aquests artistes van donar inici a una \u00e8poca que, a causa de la seva import\u00e0ncia, seria coneguda posteriorment com \u201cl\u2019era dels grafistes\u201d, un moviment liderat per pioners com Josep Pla-Narbona i Josep Artigas, entre d\u2019altres, que van transformar la comunicaci\u00f3 visual al pa\u00eds i van contribuir a la professionalitzaci\u00f3 del sector publicitari. Aquest moviment no nom\u00e9s va abastar el disseny publicitari, sin\u00f3 tamb\u00e9 l\u2019edici\u00f3 editorial, el cartellisme i la identitat corporativa. Aquesta col\u00b7lecci\u00f3 es testimoni d\u2019un per\u00edode que va deixar obres de gran valor i que va crear un llegat visual que inspiraria generacions posteriors de dissenyadors.<\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/lera-dels-grafistes\/\" title=\"L\u2019era dels grafistes\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7241 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-hemeroteca\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"440\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Publicidad_Efimera.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Publicidad_Efimera.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Publicidad_Efimera-206x300.png 206w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Hemeroteca<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">Publicitat ef\u00edmera: pensada per no durar<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1877-1920<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>A finals del segle XIX i comen\u00e7aments del XX, els anuncis de productes per a la salut en els diaris eren molt habituals, ja que es tractava d\u2019un sistema econ\u00f2mic, accessible i amb gran audi\u00e8ncia. En aquest context, Uriach va decidir apostar per aquest format publicitari, anunciant tota mena de productes en diaris i revistes com <em>El Diario de Barcelona, La Publicidad, La Vanguardia i El Diluvio<\/em>, entre d\u2019altres. Aquests anuncis solien destacar les propietats curatives i beneficioses dels productes per a una \u00e0mplia gamma de dol\u00e8ncies, utilitzant un llenguatge persuasiu, acompanyat de testimonis de pacients, il\u00b7lustracions i dissenys senzills, amb l\u2019objectiu de captar l\u2019atenci\u00f3 en un context de creixent compet\u00e8ncia. Aquesta col\u00b7lecci\u00f3 d\u2019anuncis va contribuir a l\u2019augment del consum de medicaments de l\u2019\u00e8poca i va establir les bases del m\u00e0rqueting modern.<\/p>\n\n<p><\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/publicitat-efimera-pensada-per-no-durar\/\" title=\"Publicitat ef\u00edmera: pensada per no durar\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7242 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-pharmakoteka\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"302\" height=\"440\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Salud_Empaquetada.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Salud_Empaquetada.png 302w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/Salud_Empaquetada-206x300.png 206w\" sizes=\"auto, (max-width: 302px) 100vw, 302px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Pharmakoteka<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">La salut empaquetada: evoluci\u00f3 dels productes per guarir<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1880-2024<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>Des dels or\u00edgens d\u2019Uriach el 1838, els productes creats i distribu\u00efts per la companyia han evolucionat significativament. Al principi, es tractava de remeis naturals venuts per tractar malalties com la grip, la tos i els problemes digestius, emprant formes farmac\u00e8utiques senzilles com pols, xarops, t\u00f2niques i extractes l\u00edquids. Aquests productes es presentaven en flascons i embolcalls simples, que habitualment no inclo\u00efen informaci\u00f3 precisa ni regulada. Amb la industrialitzaci\u00f3 i l\u2019aven\u00e7 de la qu\u00edmica, durant el segle XX van sorgir medicaments m\u00e9s sofisticats, amb noves formes farmac\u00e8utiques i una informaci\u00f3 cada vegada m\u00e9s regulada i espec\u00edfica. Aquesta col\u00b7lecci\u00f3 de productes permet observar l\u2019evoluci\u00f3 de les malalties, els ingredients, les formes farmac\u00e8utiques i la informaci\u00f3 t\u00e8cnica al llarg del temps.<\/p>\n\n<p><\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/la-salut-empaquetada-evolucio-dels-productes-per-guarir\/\" title=\"La salut empaquetada: evoluci\u00f3 dels productes per guarir\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><li class=\"wp-block-post post-7243 joyas-archivo type-joyas-archivo status-publish has-post-thumbnail hentry categorias-joyas-archivo-colleccio-audiovisual\">\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-7fc3d43a wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\"><figure style=\"aspect-ratio:auto; padding-bottom:0;margin-bottom:0;\" class=\"wp-block-post-featured-image\"><img loading=\"lazy\" decoding=\"async\" width=\"320\" height=\"466\" src=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/biodramina_joya.png\" class=\"attachment-post-thumbnail size-post-thumbnail wp-post-image\" alt=\"\" style=\"border-radius:0px;width:100%;height:100%;object-fit:cover;\" srcset=\"https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/biodramina_joya.png 320w, https:\/\/www.fu1838.org\/wp-content\/uploads\/2024\/11\/biodramina_joya-206x300.png 206w\" sizes=\"auto, (max-width: 320px) 100vw, 320px\" \/><\/figure><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n<div class=\"wp-block-group is-vertical is-nowrap is-layout-flex wp-container-core-group-is-layout-b56d8386 wp-block-group-is-layout-flex\" style=\"margin-top:0;padding-top:0\">\n<div class=\"wp-block-group has-global-padding is-layout-constrained wp-container-core-group-is-layout-19e250f3 wp-block-group-is-layout-constrained\"><div class=\"custom-field-joyas-archivo-categoria\">Col\u00b7lecci\u00f3 Audiovisual<\/div>\n\n<h3 class=\"has-link-color wp-elements-771d3d74675b26b12fed8ff99e4cef0c wp-block-post-title has-text-color has-custom-azul-color has-large-font-size\">Medicaments a l\u2019aire: De la r\u00e0dio a les xarxes socials<\/h3>\n\n<div class=\"custom-field-joyas-archivo-anos\">1984-1990<\/div><\/div>\n\n\n<div style=\"padding-top:var(--wp--preset--spacing--10);padding-bottom:var(--wp--preset--spacing--30);\" class=\"entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow\">\n<p>L\u2019aparici\u00f3 dels anuncis de medicaments a la televisi\u00f3 i la r\u00e0dio a Espanya va marcar un punt d\u2019inflexi\u00f3 en la comunicaci\u00f3 publicit\u00e0ria durant la segona meitat del segle XX. A partir d\u2019aquell moment, aquests nous mitjans de masses van comen\u00e7ar a substituir progressivament els formats tradicionals impresos, com els cartells i els anuncis en diaris. Els nous sistemes audiovisuals estaven dissenyats per captar l\u2019atenci\u00f3 del p\u00fablic general, emprant missatges simples i efectius que destacaven els beneficis i l\u2019efic\u00e0cia dels productes, creant una connexi\u00f3 emocional amb els consumidors. Amb el temps, la regulaci\u00f3 publicit\u00e0ria es va anar ajustant per garantir que la informaci\u00f3 proporcionada fos clara i precisa. A partir dels anys 80, l\u2019aposta d\u2019Uriach per aquests nous mitjans va ser molt significativa, com es pot veure en aquesta col\u00b7lecci\u00f3, amb nombroses campanyes en televisi\u00f3 i r\u00e0dio de productes tan populars com Biodramina, Utab\u00f3n o Lipograsil, entre molts altres. Una manera de comunicar que, amb l\u2019arribada de les xarxes socials com Facebook, YouTube, Instagram o TikTok, va canviar per sempre.<\/p>\n\n<p><\/p>\n<\/div>\n\n<div class=\"uriach-button uriach-button-blue\"><a href=\"https:\/\/www.fu1838.org\/ca\/joyas-archivo\/medicaments-a-laire-de-la-radio-a-les-xarxes-socials\/\" title=\"Medicaments a l\u2019aire: De la r\u00e0dio a les xarxes socials\">Galeria d&#8217;imatges<\/a><\/div><\/div>\n<\/div>\n<\/div>\n\n<\/li><\/ul>\n\n\n<div style=\"margin-top:0;margin-bottom:0;height:var(--wp--preset--spacing--40)\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Joies de la Biblioteca Joies de l&#8217;Arxiu<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-6948","page","type-page","status-publish","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Les Joies de l&#039; 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