Guide to the Spanish Advertising Broadsides (Auca and Alelujas), 1938-1985 and undated

Summary

An auca is a graphic format popular in Spain and especially in the region of Catalonia around Barcelona. The genre dates at least to the 17th century but was banned during the 18th century before experiencing a renewal during the 19th and later the 20th centuries as a uniquely Catalonian form of expression. It takes the form of a cartoon or a comic strip, typically with 48 blocks of image and text, although some may have less. An auca is generally produced as a single sheet, but occasionally a booklet form is used. The captions tend to have some sort of consistent rhyme to assist with the flow and storytelling. Many times the term “auca” appears in the title, but another term, “aleluya,” is used, apparently interchangeably. Some sources indicate that the aleluya originated in Castile and originally included religious elements that were shed over time. The aucas found in this collection are focused primarily on advertising a range of products, businesses, services or entertainments such as films, but also present are public service announcements for topics such as safety, health or the National Lottery. A common format is to relate some sort of tangential or episodic story and end by directly promoting the product or company of choice. Narratives tend to focus on everyday events that most families would be able to at least partially relate to. Many involve nuclear families and the day-to-day trials that they may go through. Common themes involve food, gender roles, entertainment, education, family, race and hygiene. Companies represented in the materials include GAMA, Philips, Procter & Gamble, Puig, and Unilever. Items in this collection appear in both Spanish and Catalan. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Collection Number RL.11006

Title Spanish Advertising broadsides (Auca and Alelujas)

Date 1938-1985 and undated

Creator John W. Hartman Center for Sales, Advertising & Marketing History

Extent 3 Linear Feet

Repository David M. Rubenstein Rare Book & Manuscript Library

Language Materials in Spanish and Catalan

Collection Overview

The aucas found in this collection span 1937-1985 and are focused primarily on advertising a range of products, businesses, services or entertainments such as films, but also present are public service announcements for topics such as safety, health or the National Lottery. A common format is to relate some sort of tangential or episodic story and end by directly promoting the product or company of choice. Narratives tend to focus on everyday events that most families would be able to at least partially relate to. Many involve nuclear families and the day-to-day trials that they may go through. Common themes involve food, gender roles, entertainment, education, family, race and hygiene. Companies represented in the materials include GAMA, Philips, Procter & Gamble, Puig, and Unilever. Items in this collection appear in both Spanish and Catalan. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Using these materials

A majority of collections are stored off site and must be requested at least 2 full business days in advance for retrieval. Contact Rubenstein Library staff before visiting.

Access to the Collection

Collection is open for research.

Researchers must register and agree to copyright and privacy laws before using this collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. The library may require up to 48-hours to retrieve these materials for research use.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

How to Cite

[Identification of item], Spanish Broadsides, Auca and Aleluya, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

1. Spanish, 1938-1985 and undated

...

16. Foundry of Salvador Manclus Andres. Lee con mucha atención, esta pagina que ves ¡Viva la Gran Fundicion, Salvador Manclus Andres!--Read this page that you see with much caution. !Long live the Grand Foundry, Salvador Manclus Andres!, Undated Box 1

Summary of text: When the bell at a local church stops working, the worried priest looks to Salvador Manclus Andres to fix it. Manclus does an extraordinary job at replacing the bell and the whole town is happy. Following that incident, the local clock breaks and Manclus comes to the rescue again, saving the day. His clocks and bells are of the highest quality and are sure to impress.

...

Provenance

The Spanish Broadsides, Auca and Aleluya were received by the David M. Rubenstein Rare Book & Manuscript Library as a purchase in 2013-2014

RUBENSTEIN LIBRARY

Duke University Libraries (01-02-2015)

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