{"id":153298,"date":"2024-10-05T16:01:18","date_gmt":"2024-10-05T16:01:18","guid":{"rendered":"https:\/\/raed.academy\/?p=153298"},"modified":"2024-10-06T08:02:43","modified_gmt":"2024-10-06T08:02:43","slug":"la-medalla-com-a-premi-i-signe-de-prestigi-comercial","status":"publish","type":"post","link":"https:\/\/raed.academy\/ca\/la-medalla-com-a-premi-i-signe-de-prestigi-comercial\/","title":{"rendered":"La medalla com a premi i signe de prestigi comercial"},"content":{"rendered":"

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\"Dr.

Dr. Albert Estrada-Rius<\/p><\/div><\/p>\n

Albert Estrada<\/strong><\/em><\/a>, doctor en Dret i en Hist\u00f2ria, va ingressar com a acad\u00e8mic de n\u00famero de la Reial Acad\u00e8mia Europea de Doctors-Barcelona 1914<\/strong> (RAED) durant una solemne cerim\u00f2nia que es va celebrar l’1 d’octubre passat a Foment del Treball<\/strong>, seu acad\u00e8mica. L’acte es va poder seguir tant de manera presencial com en streaming a trav\u00e9s del canal de YouTube<\/strong> de la RAED, on es pot visionar. El recipienari va llegir el discurs d’ingr\u00e9s “La medalla de premio en la publicidad. grandes exposiciones, marcas y propaganda en Catalu\u00f1a (1888-1929)”<\/strong><\/a>. Li va respondre en nom de la Reial Corporaci\u00f3 l’acad\u00e8mica de n\u00famero i vicepresidenta de la Junta de Govern Maria \u00c0ngels Calvo<\/em><\/a><\/strong>. Estrada ja era acad\u00e8mic corresponent de la RAED des de l’any 2016 i en aquest per\u00edode ha desenvolupat una intensa labor acad\u00e8mica.<\/p>\n

Durant la seva intervenci\u00f3, el nou acad\u00e8mic numerari va repassar el protagonisme de la medalla a les exposicions i la incorporaci\u00f3 de les recompenses industrials a la imatge comercial de les empreses per situar la mat\u00e8ria del seu discurs, oferint exemples concrets com els de la f\u00e0brica d’anissats de Vicente Bosch<\/strong> (An\u00eds del Mono<\/strong>), l’aigua mineral Vichy Catal\u00e1n<\/strong>, els Aceites y Aceitunas G. Sensat<\/strong>, la Cerrajer\u00eda y Pararrayos J. Torrente<\/strong> o les antigues farm\u00e0cies Comabella<\/strong> i Cases<\/strong>, a les quals va sumar algunes marques ja extingides com el taller de fusteria, construcci\u00f3 i dip\u00f2sit de manxes Jos\u00e9 Castell\u00f3<\/strong>, l’establiment i la f\u00e0brica d’efectes militars Castells<\/strong>, els establiments de fotografia de la fam\u00edlia Napoleon<\/strong>, la f\u00e0brica de pianos i harmonis Bernareggi<\/strong> o la f\u00e0brica de paraig\u00fces, para-sols i ventalls Bruno Cuadros<\/strong>.<\/p>\n

“La celebraci\u00f3 de les exposicions ofereix un camp imprevist, o no, de desenvolupament i aburgesament de la medalla tradicional. Recordem que la medalla sorgeix al Renaixement com un petit objecte ex\u00f2tic i prestigi\u00f3s que emula formalment les velles monedes gregues i romanes atresorades pels col\u00b7leccionistes. Sorgeix com una mena de petita obra d’art monetiforme amb retrats de les persones a qui es volia homenatjar, inscripcions commemoratives i laudat\u00f2ries i imatges simb\u00f2liques i emblem\u00e0tiques a les seves dues cares. Molt aviat, els papes i els altres sobirans temporals s’adonen del seu potencial i acaparen la seva emissi\u00f3. Nom\u00e9s els governants o les grans figures tenen el seu lloc al camp met\u00e0l\u00b7lic de la medalla. Els reis europeus regalaran les medalles amb els retrats, de vegades penjant de cadenes d’or, com es reparteixen gr\u00e0cies o s’ofereixen obsequis diplom\u00e0tics”, va iniciar el recipiendari la seva argumentaci\u00f3.<\/p>\n

\"\"Despr\u00e9s de repassar de manera succinta els exemples anunciats, l’acad\u00e8mic va assenyalar com a partir dels anys 30 del segle passat aquest model de la medalla com a signe de distinci\u00f3 i prestigi perd definitivament el car\u00e0cter originari de modernitat i esdev\u00e9 un model conservador. “El desgast del r\u00e8gim de la Restauraci\u00f3 i la caiguda de la monarquia s\u00f3n determinants per arrossegar al final el sistema de projecci\u00f3 de les recompenses industrials i obligar a repensar les estrat\u00e8gies publicit\u00e0ries i de ‘branding’. S’obre un proc\u00e9s en qu\u00e8 algunes marques actualitzen la seva publicitat i abandonen les medalles, mentre que altres les consagren com un element cl\u00e0ssic de la marca que, en alguns pocs casos senyers, han perm\u00e8s la seva perduraci\u00f3 fins a l’actualitat com el llegat d’una \u00e8poca”, va concloure.<\/p>\n

Estrada \u00e9s conservador en cap del Gabinet Numism\u00e0tic de Catalunya<\/strong>, membre de la Junta Directiva<\/strong> de la Societat Iberoamericana d’Estudis Numism\u00e0tics<\/strong> i c\u00f2nsol general honorari d’Eslov\u00e8nia a Barcelona. Va ingressar com a acad\u00e8mic corresponent de la RAED amb el discurs “Los c\u00f3nsules de Ultramar y Barcelona”<\/strong>, en qu\u00e8 destacava la import\u00e0ncia de la ciutat a la diplom\u00e0cia al llarg de la hist\u00f2ria. Des del seu c\u00e0rrec al Gabinet Numism\u00e0tic de Catalunya, organitza el Curs d’Hist\u00f2ria Monet\u00e0ria Hisp\u00e0nica<\/strong>, que se celebra anualment al Museu Nacional d’Art de Cataluny<\/strong>a i que ja ha assolit la seva cinquena edici\u00f3. Ha coordinat, aix\u00ed mateix, les darreres edicions del Seminari d’Hist\u00f2ria Monet\u00e0ria de la Corona d’Arag\u00f3<\/strong>, aix\u00ed com el curs “El metall de la moneda: fabricaci\u00f3, caracteritzaci\u00f3 d’aliatges i conservaci\u00f3-restauraci\u00f3”<\/strong>, una activitat de marcat car\u00e0cter divulgatiu oberta al p\u00fablic en general.<\/p>\n

 <\/p>\n

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Albert Estrada repassa el protagonisme de la medalla a les exposicions i la incorporaci\u00f3 de les recompenses industrials a la imatge comercial de les empreses per situar la mat\u00e8ria del seu discurs d’ingr\u00e9s a la RAED<\/p>\n","protected":false},"author":12,"featured_media":153402,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[229,387,233,401],"tags":[],"class_list":["post-153298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art","category-ciencies-de-la-comunicacio","category-economiques-i-empresarials","category-historia-de-lart-i-patrimoni-cultural","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nLa medalla com a premi i signe de prestigi comercial - Reial Acad\u00e8mia Europea de Doctors<\/title>\n<meta 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