The C language does not allow you to directly assign strings to a character array. You may either assign a string at initialization like you did above or by moving characters into the array. The C standard library functions strcpy() and strcat() are typically used to modify the contents of strings.
For example:
char theString[10] = "ab";
Allocates a 10-character array and initializes the first three characters of the string to 'a', 'b', and '\0' because C-strings are NULL-terminated. This is equivalent to:
char theString[10];
theString[0] = 'a';
theString[1] = 'b';
theString[2] = '\0';
If you wish theString to say "abode", then you must copy those characters into the array.
strcpy(theString, "abcde");
The standard library string functions are included in the program with:
#include <string.h>
The strcat() function is used to concatenate strings.
strcpy(theString, "abc");
strcat(theString, "123");
So in your case:
char elCorteIngles[20] = "Av. Jaime III";
char *paginasAmarillas;
paginasAmarillas = elCorteIngles;
strcpy(paginasAmarillas, "ABCDE");