RADIOTHERAPY FOR THE TREATMENT OF CANCER IN THE ADVERTISING OF THE EARLY 20TH CENTURY /La radioterapia para el tratamiento del cancer en la publicidad de principios del S. XX /A RADIOTERAPIA PARA O TRATAMENTO DE CANCER NA PUBLICIDADE DE COMECOS DO S. XX

The discovery of X-rays and radium generated great curiosity among scientists. Both elements represented the miracle cure that could treat a wide range of deadly diseases, such as cancer, and could meet the expectations of the population. The objective of this article is to analyze the advertising inserts related to radium and X-rays applied to cancer treatment, in the Spanish press at the beginning of the 20th century (1903-1912), in the ABC and La Vanguardia newspapers. To do this, each and every one of the times that the term "cancer" could be identified in advertisements was selected from the digital archive of both media, to later select only those offering radiotherapy for the cure of cancer. A total of 162 advertisements were published, 146 for ABC and 16 for La Vanguardia. It can be affirmed that the treatment provided by both media is quite different in numerical terms, although concerning the qualitative aspects there are important levels of coincidences. Advertising was mainly editorial, although little by little image began to gain prominence, the advertising messages were refined and the typographical treatment improved; something that is incipiently noted in our group of advertisements. All this allows us to speak of the progressive consolidation of an advertising market since the first decade of the 20th century.