Advertising from Abroad

At the end of the 19th and beginning of the 20th century, Spain was still in a pre-industrial phase, making it crucial for Uriach to import raw materials, machinery, and pharmaceutical specialties from countries such as France, Italy, or the United States. In this context, a massive influx of new products arrived, accompanied by advanced advertising strategies that included posters, newspaper and radio ads, as well as the creation of catchy slogans. These innovative campaigns not only promoted product sales but also shaped the tastes and consumption habits of society at the time. This situation changed abruptly with the outbreak of the Civil War and the subsequent ban on trade with foreign countries. This collection showcases foreign advertising from the first half of the 20th century, as well as its later influence.