La significación coyuntural de la expresión del patrimonio arquitectónico en el membrete fabril

• Autores: Francesc Ribot
• Localización: La imagen de la industria: VI Seminario Internacional sobre Patrimonio de la Arquitectura y la Industria. Propaganda, representación y percepción como patrimonio, 2019, ISBN 978-84-09-10223-5, págs. 377-400
• Idioma: español
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• Resumen

  • The implantation of the Industrial Revolution in the peninsular northeastthroughout the 19th century, influences many collateral aspects of a demographic, economic, cultural and urbanistic nature. The industrial infrastructure breaks into the urban landscape and becomes a symbol of the progressof industrialized cities, as such, acquires a special significance in the visualidentity of the entities that develop business activity, which mimeticallyexpress on their letterhead the architectural heritage where the productiveactivity is developed. However, this significance is conjunctural as itevolves until it loses its meaning in the middle of the 20th century.In the article he introduces with the possible causes of the assimilation ofan idiosyncratic aesthetic behavior, which transcends the state borders anda specific productive activity. And to what extent may have influenced international trade, innovations in the graphic industry, artistic trends andthe functional and / or legal motivations of these administrative forms.The central aspect that the article addresses is the conjunctural conditionof this visual behavior, and it does so considering that the visual identity ofthe business entities, evolve in parallel with the needs of promoting theirproducts. The transition that takes place in the first third of the 20th century between capitalism based on the British model, based on the expressionof quantitative productive power, towards capitalism based on the American model, qualitatively. Which requires the promotion of the characteristics and benefits of a product in the mass media, gradually eliminating theletterhead that expresses the place where that consumer good is manufactured.