Evolución de los mensajes publicitarios de Hispano Suiza, desde su nacimiento hasta su colectivización

Abstract

The success of the Spanish car brand Hispano-Suiza was as diverse as business philosophies adopted by the company since its foundation.

The corpus based study of advertising pieces, many of them unpublished, from the company from 1904 to 1936 – year of the outbreak of the Spanish Civil War - will lead us through the company’s historical evolution, being Hispano Suiza the most international enterprise of the automotive sector in Spain. In addition, the descriptive analysis of the messages and topics used in the campaigns will highlight the values of the company and its importance as advertising arguments.