Sweet Consumers. The Development of the Advertising of the Consumption of Candy towards Women and Children in the First Decades of the 20th Century in Argentina
Authors
Ludmila Scheinkman
Instituto Interdisciplinario de Estudios de Género, Universidad de Buenos Aires/CONICET
This paper aims to reconstruct the process by which certain products –cookies, sweets and chocolates– initially destined for men, women, children, adults and elderly alike, regardless of gender or age, emphasizing quality, modernization and technology– were transformed in the first decades of the 20th Century in Argentina into products mainly targeted for consumption by women and children, both boys and girls. This transformation was carried through an association of “sweets”, “impulsiveness”, “gluttony”, “temptation” and “happiness” with female and childhood figures. Along these lines we will analyze the role of private businesses and advertising in the reproduction, diffusion, modification and recreation of images of family, femininity and childhood. We will place these visual representations in line with circulating ideological discourses, full of their own specific intentions. With this in mind we analyze a corpus of 620 advertisements, published in the illustrated magazine Caras y Caretas, between 1898 and 1930.
Scheinkman, L. (2017). Sweet Consumers. The Development of the Advertising of the Consumption of Candy towards Women and Children in the First Decades of the 20th Century in Argentina. Meridional. Revista Chilena De Estudios Latinoamericanos, (9), pp. 145–190. https://doi.org/10.5354/0719-4862.2017.47401
It is available the calls for the shipment of articles for No. 20. For more information, access here.
aviso
Aviso
Estimados/as, queremos informar la suspensión de acceso al sistema de gestión de la revista desde el martes 26 de abril hasta el miércoles 4 de mayo por actualización de la plataforma editorial.
Cualquier duda al respecto, pueden comunicarse al correo electrónico del contacto principal.
