Prensa y propaganda en los albores de la Guerra Civil: Heraldo de Zamora, julio-octubre de 1936

This article investigates the propaganda that was published in Heraldo de Zamora, a liberal newspaper, from the beginning of the Spanish Civil War to Franco’s rise to power. As a result, the article analyses themes and techniques, but also language, initiative and ideology. Finally, it makes a brief study of advertising related to propaganda. The main characteristics of this propaganda are Castilian patriotism, the moderate presence of religious themes and significant attention to the Falangist Party and to workers.