Torre Campo, Joseba de la
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Torre Campo
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Joseba de la
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Economía
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INARBE. Institute for Advanced Research in Business and Economics
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Publication Open Access The power of persuasion: exploring the relationship between advertising and nuclear energy in Spain(Emerald, 2024-12-09) Aramendia Muneta, María Elena; Rubio Varas, María del Mar; Torre Campo, Joseba de la; Economía; Ekonomia; Gestión de Empresas; Enpresen Kudeaketa; Universidad Pública de Navarra / Nafarroako Unibertsitate Publikoa, PJUPNA2023–11931Purpose: this study aims to examine how the nuclear energy issue was used for advertising purposes at the dawn of the atomic era in Spain. Design/methodology/approach: newspapers and magazines from the atomic era were reviewed to assess the impact of nuclear energy on advertising campaigns for all kinds of unrelated products. This study interprets the message and information contained in several marketing campaigns from the detonation of the first nuclear bomb in 1945 until the inauguration of the first nuclear facility in Spain in 1968. Findings: private companies leapt at the chance to use the new technology, with its promises of a brighter future, to promote their products, including watches, Venetian blinds, anisette, chocolates, pencils and fountain pens, spa resorts, books and encyclopaedias, laundry detergents, pressure cookers, concentrate feeds and hair restorers. This study makes a major contribution to the history of marketing literature, focusing on nuclear energy as an influential agent in industry, advertising agencies and popular culture. It shows how advertising campaigns used terms such as 'nuclear', 'atomic' and 'atomic bomb' and images of mushroom clouds or atom symbols to denote modernity and allure and explores how government policies - in this case, concerning nuclear energy - can influence marketers and advertisers. Originality/value: the paper's originality stems from its analysis of Spanish advertisements to explore marketing history through the terms and imagery associated with nuclear energy and its industry. It further contributes to the understanding of how nuclear energy is represented and conceptualised for various purposes in popular culture.Publication Open Access The atomic business: structures and strategies(Routledge, 2020) Rubio Varas, María del Mar; Torre Campo, Joseba de la; Connors, D.P.; Institute for Advanced Research in Business and Economics - INARBENuclear energy was one among business opportunities brought by the take off in science and technology after the Second World War. The narratives of the milestones of atomic history neglect the commercial, industrial and organizational aspects that made it possible. This paper concentrates on what makes the nuclear business exceptional (or not). We undertake an analysis of the nuclear supply business (designing, manufacturing and installing nuclear facilities) distinct from the analysis of the demand side (business operating nuclear power plants). We identify a continuing role of the state in civil nuclear businesses and a symbiotic relationship with private atomic business. And yet, for the most part the nuclear business applies the usual criteria of cost minimization and profit maximization within the boundaries of a non-perfectly competitive market. We argue that the development of civil nuclear projects is core not just to business history as a discipline but to post-war history. © 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.