The social dimension of outdoor advertising

Abstract

Modern outdoor advertising was born in Spain in the early 1960s, during a period in which the government undertook a series of initiatives aimed at reactivating the country's economy. The incipient economic opening was not wasted by large international firms that increased their investments and introduced into the Spanish market products with a long tradition of consumption in industrialised Western countries. Multinational advertising agencies, mainly of North American origin, became firmly established, bringing with them techniques that reflected a marketing philosophy, a term which, although at the time a little strange, became a widely used word over the years.