{"id":2358,"date":"2019-07-08T07:42:49","date_gmt":"2019-07-08T05:42:49","guid":{"rendered":"https:\/\/www.argia.eus\/blogak\/argia\/?p=2358"},"modified":"2019-07-08T07:42:49","modified_gmt":"2019-07-08T05:42:49","slug":"iragarki-historikoak-sostengua-eta-publizitatea","status":"publish","type":"post","link":"https:\/\/blogak.argia.eus\/argia\/2019\/07\/08\/iragarki-historikoak-sostengua-eta-publizitatea\/","title":{"rendered":"Iragarki historikoak: sostengua eta publizitatea"},"content":{"rendered":"<p><a href=\"https:\/\/blogak.argia.eus\/argia\/wp-content\/uploads\/sites\/43\/2019\/07\/40.jpg\" data-rel=\"lightbox-image-0\" data-rl_title=\"\" data-rl_caption=\"\" title=\"\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2359\" src=\"https:\/\/blogak.argia.eus\/argia\/wp-content\/uploads\/sites\/43\/2019\/07\/40.jpg\" alt=\"\" width=\"600\" height=\"829\" \/><\/a><\/p>\n<p>[Miren Osa Galdona] Denda txikiek, erakundeek, banketxeek nahiz nazioarteko marka komertzialenek eman diete euren buruaren berri ARGIAko irakurleei ehun urteotan. Garaiak aldatzen joan diren heinean, iragarkien estiloa eta tematika ere aise eraldatu da.<br \/>\nHona lehen memoria ariketa: oroitzen al zarete Laboral Kutxaren iragarki melankoliko hartaz? Begirada interesgarriko gizonezko eta emakumezko bana ageri dira, serio, tentuz, ortzi-mugara begira edo. Eta zer esan oraindik bidelagun den Zinkunegi Optikaz: 70eko hamarkadan jada bere iragarkiak aurki daitezke eta gaur egungo aleetan ere ikus dezakegu Donostiako dendaren berri, beti <em>Net Hurbil<\/em> atalean. Ez dira adibide bakarrak, eta harribitxitzat jo daitezkeen iragarki bat baino gehiago dago ibilbide osoko aldizkariak aztertuz gero, izan lelo deigarriak edo izen xelebreak dituztelako, edo betaurreko moreak izatetik urrun egon direlako.<br \/>\n1964an josteko makinen Alfa enpresak emakumezkoei zuzendutako iragarkia ordaindu zuen, \u201ceuskal etxekoandreak amets egi\u00f1a!\u201d leloa erabiliz. Testuinguruak testuinguru, Jabon Lagarto ere ez zen atzean geratu: &#8220;etxeko-andrearentzat neskamerik egokiena&#8221; omen zen bere xaboia. A ze pagotxa! Garai berekoak dira irakurle baserritarrei zuzendutako hainbat iragarki bitxi, mezu zuzenak bezain asaldagarriak zituztenak: Funcor \u201cbenetako baserritarrak bear dituzten maki\u00f1ak!\u201d, Fanderia pentsuak \u201cez merkenak, bai onenak!&#8221; eta Solo atxurra \u201camar gizonek ai\u00f1a lan egin dezake\u201d.<\/p>\n<p>Beste hizkuntzetan asmatzea zaila izango litzatekeen genero berri bat ere sortu zuten <em>Zeruko Argia<\/em>ko kazetariek: bertsoa eta publizitatea uztartzen zituen ariketa komertziala. Insalus ur botilen etxea eta Freixenet kaba, esaterako, ondo baino hobeto moldatu ziren modalitate berrira. Hona bi adibide: \u201cEdan zazu, Insalus! Gorputza ondo eztagonean \/ eztago barren girorik, \/ sendagai ona eskutan dezu; \/ etzazu galdu denborik! \/ Bein artzen dunak eztu izaten \/ berriz uzteko gogorik, \/ mairako urik ezpaita sortu \/ Insalus bezelakorik!\u201d. Kanpoko enpresek ere ez zioten uko egin errimari: \u201cEguberritako txanpa\u00f1a&#8230; Freixenet alaja\u00f1a!\u201d.<\/p>\n<p>Nagore Irazustabarrena Urangak duela hamar urte idatzi zuen 2.181.zenbakian, ARGIAren bidelagun izan diren iragarle historikoei buruz. Galdera bat gehitu zion sarrerako testuari, Ez merkeenak, bai onenak! Lander Garroren saiakera baliatuz: \u201cZerk bultzatu ote zituen hemen ageri diren iragarleok euskarazko iragarkiak egin eta argitaratzera? Euskaltzaletasun hutsak, ala euskara erabiltzearen abantaila komertzialek?\u201d. Nago erantzuna bien arteko nahasketan dagoela eta nahasketak ez duela zertan erdia eta erdia izan behar. Jar dezala bakoitzak nahi duen neurrian osagai bakoitza.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[Miren Osa Galdona] Denda txikiek, erakundeek, banketxeek nahiz nazioarteko marka komertzialenek eman diete euren buruaren berri ARGIAko irakurleei ehun urteotan. Garaiak aldatzen joan diren heinean, iragarkien estiloa eta tematika ere aise eraldatu da. Hona lehen memoria ariketa: oroitzen al zarete [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-2358","post","type-post","status-publish","format-standard","hentry","category-1919-2019-mendeurrena"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iragarki historikoak: sostengua eta publizitatea - ARGIAren barrenak<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogak.argia.eus\/argia\/2019\/07\/08\/iragarki-historikoak-sostengua-eta-publizitatea\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iragarki historikoak: sostengua eta publizitatea - ARGIAren barrenak\" \/>\n<meta property=\"og:description\" content=\"[Miren Osa Galdona] Denda txikiek, erakundeek, banketxeek nahiz nazioarteko marka komertzialenek eman diete euren buruaren berri ARGIAko irakurleei ehun urteotan. 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