Respeto o vampirización. El arte como"almacén" inagotable de ideas creativas al alcance de la publicidad

Since the begínning ofAdvertising, art has been a source ofinexhaustible inspiration for the advertising creative, who have used or misused it with any limits. With more or less direct references to artists, pieces or art movements, to references to the act ofart creation itself and certain aesthetic categories. Taking into account the various semantic versions that art offers, with multiple connotative lectures, this use has not been much profitable in many occasions, not as much as it could have been. However, in other circumstances, thís use has been vampirizing, only preoccupied for the audience impact ofa well knowll reference, but despising it and reducing it to a mere reclaim. In the case ofGiocconda by Leonardo da Vinci or the Birth ofVenus by Bottícelli are significant examples ofthis use, maybe popular, ofthe art productíon. That is to say that the depository was used as a source ofreferences to enrich the lectures ofthe advertising pieces (for instance, the excellent Citroen Xsara Picasso advertisement with the fordism mass production chain) or ¡ust to allow a higher t1Otoriety (like the Chupa-Chups advertisement where the Mona Lisa heartily sucks one ofthe mythical sweets with a stick). Thanks to a selected advertising pieces, graphical and audiovisual, we will be able to go through this kind ofadvertising creation logistics, from the moment that this one decided to call out these art references that were sleeping dreamingly Oll the fair in a depository until this strictly cultural moment came.

Els senadors carlins de Catalunya (1901-1923)

Nova aportació de l’autor sobre la presència catalana en el Senat, centrada en aquesta ocasió en els senadors carlins de Catalunya que obtingueren representació en la Cambra Alta durant el període 1901-1923. Aquesta publicació complementa, doncs, Els senadors republicans catalans durant la monarquia d’Alfons XIII (WP 249/06) i Els senadors conservadors (WP 260/07).

La Societat rural de les riberes del Xúquer davant la inundació de 1864

Entre el quatre i el cinc de novembre del 1864 la vall baixa del Xúquer va patir la major inundació del segle i una de les més greus de les que es tenen registre històric. En 1864 el volum d’aigua desbordada, reflectit en l'altura inundada en diferents punts de referència, va ultrapassar el d'anteriors revingudes. A més, per l’extensió invadida i el nombre de localitats i de població afectades (les Riberes reunien 95.000 habitants i a la resta de la zona implicada vivien 88.000 persones més) l'episodi va constituir una de les majors catàstrofes naturals en Espanya durant aquell segle. Un fet diferencial destacat és que la inundació de 1864 s’esdevenia en una etapa històrica nova. La construcció de l’Estat liberal es podia considerar culminada a la dècada dels seixanta,encara que les disensions internes entre les èlits polítiques i el descontent social creixien i estaven a prop de provocar la ruptura de 1868.

The impact of women's educational and economic resources on fertility: Spanish birth cohorts 1901-1950

In this chapter we portray the effects of female education and professional achievement on fertility decline in Spain over the period 1920-1980 (birth cohorts of 1901-1950).A longitudinal econometric approach is used to test the hypothesis that the effects of women’s education in the revaluing of their time had a very significant influence on fertility decline. Although in the historical context presented here improvements in schooling were on a modest scale, they were continuous (with the interruption of the Civil War) and had a significant impact in shaping a model of low fertility in Spain. We also stress the relevance of this result in a context such as the Spanish for which liberal values were absent, fertility control practices were forbidden, and labour force participation of women was politically and socially constrained.

The impact of women's educational and economic resources on fertility. Spanish birth cohorts 1901-1950

In this chapter we portray the effects of female education and professional achievementon fertility decline in Spain over the period 1920-1980 (birth cohorts of 1900-1950).A longitudinal econometric approach is used to test the hypothesis that the effectsof women s education in the revaluing of their time had a very significant influence onfertility decline. Although in the historical context presented here improvements inschooling were on a modest scale, they were continuous (with the interruption of theCivil War) and had a significant impact in shaping a model of low fertility in Spain. Wealso stress the relevance of this result in a context such as the Spanish for which liberalvalues were absent, fertility control practices were forbidden, and labour forceparticipation of women was politically and socially constrained.

Cultura y negocios: el americanismo catalán de la Revista Comercial Ibero-Americana MERCURIO, 1901-1938.

ESTE LIBRO describe la historia de la Revista Comercial Ibero- Americana MERCURIO, la publicación barcelonesa que salió a la luz en diciembre de 1901, poco después de la pérdida de las últimas colonias (Cuba, Puerto Rico y Filipinas),y que dejó de aparecer a mediados del año 1938, en plena Guerra Civil española. Elfundador de esta revista fue José Puigdollers Macià, un importante empresario quetambién se hizo cargo del Crédito Ibero-Americano desde finales del siglo XIX. Durante los primeros años de edición, la revista se identificó por su carácter mensual, pero desde 1907 comenzó a aparecer semanalmente al dividirse entre la Edición Ilustrada y la Edición Comercial y de Transportes. La Edición Ilustrada fue posible gracias a los directores Federico Rahola Trèmols, Mariano Viada Lluch y Rafael Vehils Grau-Bolívar,y al director artístico Pere Casas Abarca. La Edición Comercial y de Transportes, por su parte, quedó en manos de los directores Simeón Mugüerza Sanz y Mariano Viada Viada.MERCURIO divulgó importantes contribuciones de más de 800 autores y autoras quecolaboraron con la revista. La encargada de resguardar las fuentes bibliográficas y hemerográficas fue María del Carmen Vehils Grau-Bolívar. El libro incluye el índice de los artículos publicados por MERCURIO entre 1901 y 1938.