Prestigio, "glamour" y producción:la imagen de la empresa Perfumería GAL, S.A., en los medios de publicidad

Resum

The perfume industry Gal, dedicated to the production of perfumery anddrugstore products, mainly soaps, but also colognes, lotions, toothpaste,soap to wash clothes, etc., was one of the big companies that contributed tothe prestige of the Madrid´s industrial fabric throughout the twentieth century (1901-2004). The business policy of the GAL was oriented towardsthe diffusion of a very powerful brand image, built both with the architecture of its two factories, and through the deployment of an efficient propaganda and advertising device aimed to promote its prestige and projectionnational and international, as well as the innovative character of its production, contributing the GAL society to the disclosure of the use of soaps andother cleaning products thanks to advertising and educational campaignsundertaken on a large scale. This graphic output from the company's ownworkshops and the advertising agency Veritas, S.A., was materialized in thedesign of wrappers, posters, product labels, but especially in advertising inpress media, photo reports, television ads, catalogs, with the collaborationof prestigious artists, photographers and artists of his time. Along with this,the edition of a magazine, organ of dissemination of GAL products amongits customers, Pompas de Jabón. This exceptional documentary corpus constitutes a legacy of great value to reconstruct the processes of creation ofthe brand image of the already extinct historical companies.