RT Book, Section
T1 Happy And Comfortable Homes Thanks To Gas: Direct and Subliminal Publicity By Gas Companies In Women’s Journals. Analysis Of The Gazette Du Foyer.
A1 Luque García, José Joaquín
A1 Pinto Tortosa, Antonio Jesús
A2 Ravina Ripoll, Rafael
A2 Tobar Pesántez, Luis Bayardo
A2 Galiano Coronil, Araceli
K1 Gas - Industria - S. XIX-XX
AB The coming of electricity to the energy market since the 1870s, during the Second Technological Revolution, made gas companies redefine their strategy to compete with it. Publicity and advertising were a key tool, and its typology has called the attention of scholars and experts on the matter. Yet, it is required that we emphasize the relevance of journals: apart from including advertising by gas companies, who were promoting alternative uses of gas, especially in cooking and heating, such journals were in themselves a propagandistic tool, via subliminal publicity. The chief executive officers and employees of gas companies acknowledged this use of common journals for that purpose, in order to get more clients. In the present chapter, we focus on the Gazette du Foyer, a women’s journal appeared in France during the Great Depression and the interwar years (1929-ca.1939). It was edited by the Société pour le Developpement de l’Industrie du Gaz en France. In the introduction, we describe the historical framework of the period that we have studied. After that, we analyze the people promoting the Société, and their intention to use the Gazette as a subliminal propaganda tool for gas companies. Thirdly, we study the types of adverts that the journal’s editors included for the use of gas, underlining the message they spread about women, families, and homes. Finally, we sum up our conclusions.
PB Tirant Humanidades
YR 2025
FD 2025
LK https://hdl.handle.net/10630/45603
UL https://hdl.handle.net/10630/45603
LA eng
NO Luque-García, José Joaquín y Pinto-Tortosa, Antonio Jesús, ‘Happy And Comfortable Homes Thanks To Gas: Direct and Subliminal Publicity By Gas Companies In Women’s Journals. Analysis Of The Gazette Du Foyer’, en Rafael Ravina-Ripoll, Luis Bayardo Tobar-Pesántez, Araceli Galiano-Coronil y Esthela Galván-Vela (Eds.), Happiness management and social marketing in the age of artificial intelligence. An itinerary toward social well-being and ditigal innovation, Valencia, Tirant Humanidades, 2025, pp. 139-152.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 27 feb 2026