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Extended Abstracts CHARM 2017 Proceedings 233 Extended Abstracts How to sell Nuclear How to sell Nuclear Energy to the public in Energy to the public in the 1950s the 1950s Maria Elena Aramendia-Muneta 234 Department of Economics, Universidad Pública de Navarra, Spain Joseba De la Torre Department of Economics Universidad Pública de Navarra, Spain Maria del Mar Rubio-Varas Department of Economics, Universidad Pública de Navarra, Spain The purpose of this paper is to identify the marketing measures that both Spanish Leaders and foreign lobbies took in the 50s to spread the idea that there was a need for nuclear energy. At the end of the 40s, Spain was struggling to recover from a dark and complicated period where the Spanish were living under hard conditions (food rationing, military dictatorship and international isolation, among others). Under those circumstances, Spain was looking for a solution for its energy shortage. Spain was under the tremendous influence of the government of the United States of America, as it was its main and almost only ally in the beginning of the 50s. Therefore, the media was a market mirror and created an image of demand and wish of the Spanish public undercover by the military regime, as well as creating new stories and a new approach to the public in order to advocate public relations (Ewen and Ewen, 1992; Hovland and Wilcox, 1989; Jackall and Hirota, 2000; Kennedy, 2005). By the mid1950s, over 30 per cent of the population had no formal education (just 45 per cent of the Spanish population had completed primary education). Due to this, the best means of reaching the public was through visual images. The first media used was Noticiarios y Documentales Cinematográficos commonly known as NO-DO. Franco’s regime had created NO-DO in November 1942 with the purpose of overseeing all non-fiction film productions. Until 1976, broadcasts were mandatory at the beginning of any film in cinemas nationwide (Ramírez Martínez, 2008). The second media was the exhibition "Atoms for Peace" with the aim of promoting the transcendence of nuclear energy usage. Finally, another attempt was made to build a unison between advertising and chocolate, leading to a connection between Nuclear Energy and children. We identify three main target consumers in the strategy of accepting the implementation of Nuclear Energy as real solution to solving energy shortage and above all, as the key to developing the country: scientists, the general public and children. The next step of the research is to match the different media strategies to the three identified groups. The main media was NO-DO, for this purpose we analysed all the videos from 1950 to 1959. Sixty seven of the ones shown during that decade had content related to Nuclear Energy. The first group are scientists, who were the future employees who would be building nuclear facilities and those who would have to present the idealised image of Nuclear Energy to the public. The NO-DO videos content, present Nuclear Energy as an application to the field of medicine to a great degree, which was one of the most worrying issues in that decade throughout the country. The second group was the general public. Among the videos, the USA is presented as the future saviour of the country. One of the promoting images was the American submarine powered by Nuclear Energy that went to the port of Barcelona and where the Spanish received them with open arms. Embracing Nuclear Energy was embracing the USA, symbolizing a promising future. Another key issue was presenting other countries who were already using nuclear energy, such as Colombia and France. They showed that former colonies of Spain had already implemented this technology, along with our neighbours. Regarding the exhibition “Atoms for Peace”, the display was presented as a part of the NO-DO to the general public that could not visit the exhibition, given that the fair was held in Bilbao, Madrid and Seville. The U.S. government played a major role in this event, providing the footage and presence in the inauguration ceremony, in main part to the American ambassador in Spain (Mr. Lodge). In the opening ceremony in Bilbao, he claimed Spain to be “this great Spanish nation …. also has as a goal to use the great energy power at our disposal to enrich the life of humanity”. He also presented the treaty CHARM 2017 between Spain and the USA about nuclear energy for civil use, which enfaced the use of nuclear energy Proceedings for peace. For the USA, it was also important to befriend Spain to gain another ally in Europe against the Soviet Union (the enemy at that time) (Schwartz, 1997). The Cold War was a period where the USA helped European countries to sell their economic values (Tadajewski and Stole, 2016). In the exhibition, the very same topics as in NO-DO were displayed: medicine, the creation of energy 235 and American aid. This event was designed for scientists, general public and schools, but it was also a scenario for new electric companies, that would build nuclear facilities nearby. Finally, children in this decade were strongly influenced by NO-DO, through the means of mandatory broadcasts previous to any film and then through “el album atómico” (the atomic album), which was an album of collectible stickers that children could obtain if they sent 50 chocolate wrappers of the brand Amatller with the slogan “The sciences advance, but .. today as yesterday Chocolates Amatller”. As remarked in the ad published in ABC journal 1958, number 16970, the goal of receiving “el album atómico” was having fun, learning and eating chocolate, of course. It is important to remark that most children at that time, could hardly afford to buy chocolate and could only occasionally go to the cinema. NO-DO used subliminal advertising for the Spanish population. The fear and paranoid climate in the USA (Fullerton, 2010) launched new ways of broadening their political horizons in Europe and NO-DO was an extraordinary tool to advertise Nuclear Energy, where Spanish regime collected American information and broadcasted it through NO-DO. It is recognized that during the Cold War, subliminal advertising was part of mind control and manipulation strategy (Samuel, 2016). In that way, consumers were influenced and started to believe what the Spanish government told them. All NO-DO videos were a source of information. This source of information, we can considered as advertising, and therefore it helped consumers to be cultured (Castillo, 2005). As it was mandatory to watch NO-DO videos before each film, Franco’s government tried to force the Spanish, to view the kind of information they wanted and they thought that the population needed to know. References Castillo, G. (2005), "Domesticating the Cold War: household consumption as propaganda in Marshall Plan Germany", Journal of Contemporary History, Vol. 40 No. 2, pp. 261-288. Ewen, S., and Ewen, E. (1992), Channels of desire: mass images and the shaping of American consciousness, 2nd Edition, University of Minnesota Press, Minneapolis, MI. Fullerton, R.A. (2010), "A virtual social H-bomb: the late 1950s controversy over subliminal advertising", Journal of Historical Research in Marketing, Vol. 2 No. 2, pp. 166-173. Hovland, R. and Wilcox, G.B. (1989), Advertising in society: classic and contemporary readings on advertising's role in society, NTC Business Books, Lincolnwood, Illinois. Jackall, R. and Hirota, J.M. (2000), Image makers: Advertising, public relations, and the ethos of advocacy, University of Chicago Press, Chicago. Kennedy, M.T. (2005), "Behind the one-way mirror: Refraction in the construction of product market categories", Poetics, Vol. 33 No. 3–4, pp. 201-226. Ramírez Martínez, F.E. (2008), "Ciencia, tecnología y propaganda: El NO-DO un instrumento de popularización de la ciencia al servicio del Estado (1943-1964) ", Actes d’història de la ciència i de la técnica, Nova época, Vol. 1 No 2, pp. 253-254. Samuel, L.R. (2016), "Distinctly un-American: subliminal advertising and the Cold War", Journal of Historical Research in Marketing, Vol. 8 No. 1, pp. 99-119. Schwartz, R.A. (1997), The Cold War Reference Guide, McFarland & Company, Jefferson, NC. Tadajewski, M. and Stole, I.L. (2016), "Marketing and the Cold War: an overview", Journal of Historical Research in Marketing, Vol. 8 No. 1, pp. 2-16. Signaling to Market Signaling to Market Baroque Baroque Merchant Books Merchant Books Klaus Brockhoff 236 WHU – Otto Beisheim School of Management, Burgplatz 2, D 56179 Vallendar, Germany Extended abstract Full-page frontispieces were published in a few books during the Baroque period. It is obvious that the production of a copper etching for the frontispiece was expensive, particularly if relatively well-known artists were involved. Why would publishers do this at substantial expense? It is suggested that some publishers chose such frontispieces as the particular marketing technique of signaling. The Baroque period covers roughly the 17th century and the first half of the 18th century. During this period books were sold uncut and unbound. Thus, it was cumbersome to learn about their contents. Theoretically speaking, the books had more experience and credence characteristics (Akerlof 1970; Nelson 1970) than present-day books. Little of the content could be revealed by elaborate title pages. Further information could be found by interested book dealers and potential buyers if a picture was printed on the frontispiece. This could signal elements of the content. Signaling theory was developed by Spence (1973) with an application to the field of human resources. It was applied to other fields including marketing, and in particular to the announcement of new products (Devinney 1988; Boulding and Kirmani 1993; Ernst and Schnoor 2000).
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