The former director of the Casa de la Cultura gave a talk organized by the Rotary Club of Xàtiva, in which he traced a journey through the history of graphic advertising in the city. The presentation was based on advertisements published in newspapers, fair books, and fallas booklets from the capital of La Costera. The projection of numerous images from these primary sources evoked the memory of many historical businesses and industries that were protagonists of Xàtiva's economic life for decades.

The speaker paid tribute to the city's historical publishers, such as Blai Bellver and the Sisternes brothers, heirs of the acronym Marbau. These individuals were promoters of the press and fair and fallas books, and great advocates of commercial advertising to finance the print runs of their printing press. They took as a reference the great advertisements of the era, which made products such as Cola Cao, Anís del Mono, Vermut Cinzano, and Nitrato de Chile so popular. The Georgia lubricants advertisement, recently recovered in front of the current Tourism Office, which constitutes a benchmark in the history of graphic advertising in Xàtiva, was also mentioned.

Artists who focused their art on advertising creation were also remembered, such as José García Tortosa, creator of the identifying advertisements for Perfumería Vernia with the image of Lucía, who promoted her makeup powders. Or the creation of Sant Jordi, identifying Papeleras San Jorge, the paper industry created by the businessman Gregorio Molina, with a street dedicated to him today in Xàtiva. Jaime Rullán, a specialist in creating artistic lettering to promote the textile stores El Siglo Setabense, was also discussed. Much earlier than them, the graphic artist Manuel Bellver Tomás, from his brother's printing press, made many ink advertisements, following the aesthetic trends of the 19th century, to advertise watch companies, rice mills, or create his own for his printing press, such as calligraphic rulings.

The speaker referred to the past of the liquor industries, all now disappeared, which were also promoters of commercial marketing with the status of works of art. He recalled the liquor and syrup factory of Ricardo Sanz, the long career of Hilaro Botella as an advertiser of liquors, syrups, and horchatas, in association with the Requena family, the advertisements of the liquor maker Daniel Ortiz, who took the statue of the Espanyoleto as a reference, or of Luís Ballester, who included a coat of arms of Xàtiva, painted by Francisco Mata, in his advertising. Likewise, the famous little black boy adopted by the Reig family to advertise Chiquilín chocolate, which they had taken from the chocolatier Dionisio Estellés, was mentioned. The iconic image of Paquita was also remembered, so that the merchant Francisco Juan Benito could advertise the sale of Frutas Especiales.

The conference also recalled, among many others, the advertisements for El camión detergents and soaps, from Peregrín Tudela's canned goods warehouse, from Matoses's hat shop, and from the famous Mona, painted in the fabric novelties of Joaquín García's store. Likewise, its raison d'être was evoked, and how its name is still present in the commercial geography of Carrer Botigues, like the name of the Barco, today a pub, but formerly a drugstore and also in older times, a grocery store. Or of Helados Rosendo. Or of the drugstores of the Mercado, such as La Purísima, and Vulgo Moret. Many more were remembered, and many others were left to be remembered on another occasion, such is the historical commercial richness of Xàtiva, which has left a great trace to follow thanks to the commercial marketing they promoted.