Музейната реклама в Испания – с поглед към две различни социокултурни ситуации
Museum Advertising in Spain – A Look at Two Different Sociocultural Situations

Summary/Abstract: As a prelude to actual “on site”communication with the museum visitors, museums in our days use most varied means of communicating with museum visitors even before they cross the threshold of the museum itself. Advertising is also one of them, occupying an increasingly more tangible place as an element of the process of continuously growing socialisation of the contemporary cultural institutions in the Western world. Spain is an enviable example in the realisation of a full-fledged dialogue between museums and visitors, using the media of advertising. That is why this article aims at drawing the attention to a successful Spanish result produced by museum science – advertisement booklets about the most frequented museums in the country. Employing the method of content analysis, not popular among Bulgarian museum workers, the author makes an attempt to define some more characteristic elements in the contents of Spanish museum advertising. The causes have been analysed which make it an operative sociocultural factor, influencing the number of museum visitors. Hence, adequate mechanisms have been sought for a change of the situation in the Bulgarian museums, using the experience of the Spanish museums: systematic surveys made of Bulgarian museum visitors with the aim of attracting them to go to the museums. In this sense the process is two-directional: it is not only the study of the advertising models developed abroad that can suggest what the mainstays can be of a more thorough study of public opinion and attitudes in Bulgaria. A sweeping investigation of the public expectations and moods in Bulgarian conditions may prove an exceptionally valuable source of conveying effective publicity messages.

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