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

Abstract

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.

Citation

Aramendia-Muneta, M.E., Rubio-Varas, M. and De la Torre, J. (2024), "The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain", Journal of Historical Research in Marketing, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHRM-12-2023-0053