Advertisement and society in graphic magazine: La Esfera (1920-1930)

En el primer tercio del siglo XX España entra en la modernidad debido a la buena coyuntura económica, cultural y social tras la I Guerra Mundial. El objetivo de este artículo es conocer el rol de la publicidad artística en la transformación de la sociedad española durante los años veinte. El estudio de la revista gráfica La Esfera revela que los anuncios ilustrados difundieron la moda, fomentaron el deporte y la vida al aire libre, crearon el hábito de fumar entre las mujeres y tuvieron tal valor educativo que modificó costumbres higiénicas entre la población infantil.In the first third of the 20th century, Spain entered into modernity thanks to the positive state of its economic, cultural and social domains after the First World War. The objective of this article is to understand the role of artistic advertisements in the transformation of Spanish society that occurred during the decade of the ‘20s. My study of the illustrated magazine La Esfera has revealed that illustrated advertisements spread fashion, fostered sports and outdoors life, created the habit of smoking among women and had an educational influence that was powerful enough to change hygienic practices among children