Resumo

ROCCHI, Fernando. The Consuming Society in Difficult Times: The United States Model and the Modernization of Argentinian Advertising during the 1930's crisis. hist.crit. [online]. 2017, n.65, pp.93-114. ISSN 0121-1617.  https://doi.org/10.7440/histcrit65.2017.05.

This article studies the impact of the Argentinian advertising economic crisis in the 1930's, within the framework of a consumption society's consolidation. Three aspects are analysed: the changes introduced by the agency J. Walter Thompson of United States, settled in Buenos Aires in 1929; the role of radio broadcasting as a new technology for advertising, and the introduction of graphic arts through the design in public spaces. The use of sources, especially those of advertisers, with their market studies, magazines and publicity images, shows a successful reaction to the fall in the level of income produced by the crisis, as a result of the use of modern strategies (or modernized old) in an increasingly professional field.

Palavras-chave : Argentina; advertising; consumption; radio; advertising agencies; crisis of 1930.

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