Happiness and well-being. Economic, social and artistic analysis of the promotional strategies of gas companies in Madrid and Paris at the beginning of the 20th century

Abstract

This work deals, in a comparative perspective, with the advertising strategies of the main gas companies operating in Madrid and Paris at the beginning ofthe 20th century. Specifically, the use of leafiets or brochures (direct advertising), whose aim was to increase the number of subscribers and the consumption of fiuid, mainly in the domestic sphere. The text analyses, from the artistic, economic and social perspectives, some examples ofthese advertising documents, in which the discourse on the well-being and comfort that gas appliances for the home provided to families predominates.