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This qualitative research examines the influence of social media and advertising on consumption habits and lifestyles of the Spanish of Franco’s regime (1939-1975). The analysis of more than 400 advertising pieces in the press and radio, as well as of interviews with experts in the subject, brings real, abundant and novel data on this subject and the conclusions allow to reaffirm the idea that–through the media–advertising changed habits of consumption and lifestyles in the Spanish of the epoch, thus arising the consumption society.

El papel de la publicidad en España durante el franquismo: El nacimiento de la sociedad de consumo