Así en la tierra como en el cielo

La mujer en la publicidad del cine español durante el franquismo

Abstract

The links between cinematographic manifestations and the historical context that makes them possible are not few and far-reaching. Cinema function as a vehicle through which, in a more or less evident mode, the prevailing ways of thinking, uses and customs of each period are manifested. This relationship of communicating vessels makes it possible to trace the reflection of the mentality of a society and of a given time through the films that were produced and the campaigns designed to promote them. This article has aimed, through an iconographic analysis, to show how advertising designed by the spanish film industry not only reflected in detail the female models imposed during the long dictatorship of General Franco, but also became an instrument at the service of an ideology that sought to limit the rights and social role of women. To achieve this, the iconographic method has been applied, trying to find the thematic and stylistic constants and divergences that characterised the representation of female stereotypes promoted by General Franco’s dictatorship. The work demonstrates that advertising took up the female models promoted by his regime, highlighting those that were considered to be positive and marking those that were frowned upon by the regime. On the other hand, the graphic and compositional possibilities of illustrators were conditioned by the varying degree of rigidity shown by censorship during the different stages of General Franco's long dictatorship