Abstract

FERNANDEZ, SANDRA  and  SEDRAN, PAULA. Respectable Consumption: Alcohol Advertising in the Province of Santa Fe in the Early 20th Century. Anu. colomb. hist. soc. cult. [online]. 2019, vol.46, n.2, pp.209-235. ISSN 0120-2456.  https://doi.org/10.15446/achsc.v46n2.78219.

Alcohol consumption increased and diversified in Argentina during the first decades of the 20th century. This took place within the framework of the State's condemnation of alcohol and the progress made in advertising discourse with respect to shaping social uses and consumption. The newspapers and illustrated magazines in the province of Santa Fe were protagonists in this process. They dealt with issues such as alcoholism and violence, at the same time that alcoholic beverages were being increasingly promoted for family, recreational, and therapeutic use. The article analyzes those advertisements, since they provide valuable insights into alcohol consumption habits and its socially accepted forms. The materials gathered here open up a path to analyze the reconfiguration of the meanings of social uses of alcohol intake, in a period in which respectable consumption was made visible in the public sphere and legitimized as a social practice.

Keywords : Argentina; sociocultural history; illustrated magazines; Santa Fe; alcoholism; advertising; press; violence.

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