<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0121-1617</journal-id>
<journal-title><![CDATA[Historia Crítica]]></journal-title>
<abbrev-journal-title><![CDATA[hist.crit.]]></abbrev-journal-title>
<issn>0121-1617</issn>
<publisher>
<publisher-name><![CDATA[Departamento de Historia, Facultad de Ciencias Sociales, Universidad de los Andes]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0121-16172017000300093</article-id>
<article-id pub-id-type="doi">10.7440/histcrit65.2017.05</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[La sociedad de consumo en tiempos difíciles: el modelo estadounidense y la modernización de la publicidad argentina frente a la crisis de 1930]]></article-title>
<article-title xml:lang="en"><![CDATA[The Consuming Society in Difficult Times: The United States Model and the Modernization of Argentinian Advertising during the 1930's crisis]]></article-title>
<article-title xml:lang="pt"><![CDATA[A sociedade de consumo em tempos difíceis: o modelo estadunidense e a modernização da publicidade argentina durante a crise de 1930]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rocchi]]></surname>
<given-names><![CDATA[Fernando]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Torcuato Di Tella  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Argentina</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>07</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>07</month>
<year>2017</year>
</pub-date>
<numero>65</numero>
<fpage>93</fpage>
<lpage>114</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0121-16172017000300093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0121-16172017000300093&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0121-16172017000300093&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: Este artículo estudia el impacto de la crisis económica de 1930 en la publicidad argentina, en el marco de un proceso de consolidación de una sociedad de consumo. Se analizan tres aspectos: los cambios introducidos por la agencia estadounidense J. Walter Thompson, que se instaló en 1929 en Buenos Aires; el papel de la radio como nueva tecnología en la confección de avisos, y el despliegue de las artes gráficas a través del diseño en el espacio público. El uso de fuentes, entre las que sobresalen las de los publicistas, con sus estudios de mercado, revistas e imágenes publicitarias, muestra una exitosa reacción frente a la caída en el nivel de ingresos producida por la crisis, como resultado del uso de estrategias modernas (o antiguas modernizadas) en un campo cada vez más profesional.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo: Este artigo estuda o impacto da crise econômica de 1930 na publicidade argentina, no âmbito de um processo de consolidação de uma sociedade de consumo. Analisam-se três aspectos: as mudanças introduzidas pela agência estadunidense J. Walter Thompson, que foi instalada em 1929 em Buenos Aires, o papel da rádio como nova tecnologia na criação de avisos e o desenvolvimento das artes gráficas por meio do desenho no espaço público. O uso de fontes, entre as quais se destacam as dos publicitários, com seus estudos de mercado, revistas e imagens publicitárias, mostra uma reação bem-sucedida diante da queda no nível de ingressos produzida pela crise, como resultado do uso de estratégias modernas (ou antigas modernizadas) num campo cada vez mais profissional.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Argentina]]></kwd>
<kwd lng="es"><![CDATA[publicidad]]></kwd>
<kwd lng="es"><![CDATA[consumo]]></kwd>
<kwd lng="es"><![CDATA[radio]]></kwd>
<kwd lng="es"><![CDATA[agencias de publicidad]]></kwd>
<kwd lng="es"><![CDATA[crisis de 1930]]></kwd>
<kwd lng="en"><![CDATA[Argentina]]></kwd>
<kwd lng="en"><![CDATA[advertising]]></kwd>
<kwd lng="en"><![CDATA[consumption]]></kwd>
<kwd lng="en"><![CDATA[radio]]></kwd>
<kwd lng="en"><![CDATA[advertising agencies]]></kwd>
<kwd lng="en"><![CDATA[crisis of 1930]]></kwd>
<kwd lng="pt"><![CDATA[Argentina]]></kwd>
<kwd lng="pt"><![CDATA[consumo]]></kwd>
<kwd lng="pt"><![CDATA[publicidade]]></kwd>
<kwd lng="pt"><![CDATA[rádio]]></kwd>
<kwd lng="pt"><![CDATA[agências de publicidade]]></kwd>
<kwd lng="pt"><![CDATA[crise de 1930]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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