CAMBIOS SOCIALES Y COMUNICATIVOS A TRAVÉS DE LA PUBLICIDAD MÉDICA Y FARMACÉUTICA EN LA PRENSA HISTÓRICA DE BILBAO, 1885-1936.

Throughout the last decades of the 19th Century and first decades of the 20th Century, advertising became a key communicative tool that contributed to social transformations in urban Spain. This paper studies social and communicative changes arisen in the country at that time, by analyzing a sample of medical and pharmaceutical advertisements published and collected in Bilbao's historical newspapers, included those of highest circulation in the city. The research intends to determinate both the audiences and the innovations that happened within the sector at that time. [ABSTRACT FROM AUTHOR]