Barcelona, Spain

Ads on scene: a journey around the Spanish advertising history across urban landscapes

when 8 July 2024 - 12 July 2024
language English
duration 1 week
credits 2 EC
fee EUR 150

This course aims to delve into the history of advertising in Spain, connecting the most relevant advertisements of each period with some of the scenarios in which fashions and consumer trends linked to these commercials flourished and became popular.
“Ads on Scene” combines lectures with tours and visits to some of the places in Barcelona related to the advertisements of each period. The Liceu Theatre, the Boqueria Market, the Raval, Eixample and Poblenou neighborhoods, among others, are some of the places closely related to the history of advertising in Spain, which will be visited during the course through guided activities.
The proposal takes as its starting point the appearance of the first advertising agencies in Spain and the figure of the press agents, both closely linked to the social, economic and cultural changes that Barcelona and Madrid experienced during the 19th century. From here, the course focuses on the study of the poster as a form of advertising expression, closely linked to the Industrial Revolution and the emergence of the bourgeoisie. "Ads on the Scene" covers the 20th century and the golden age of advertising, with special attention to the development of the profession in Catalonia, as well as the evolution of the different advertising formats and their impact on Spanish society up to the present day.

Course leader

Mònika Jiménez Morales

Target group

Undergraduated students (Sophomore, Junior and Senior)

Fee info

EUR 150: Registration fee (non refundable)
EUR 550: Tuition fee (non refundable)


Non UPF students from universities with an international exchange partnership with UPF will be exempt of paying the 150€ non refundable registration fee.