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Helpful ad to see how masculinity was portrayed in advertisements placed in fan magazines
Ad
The ad notes that before Perón raw materials were exported overseas and produced into finished products like cooking oil. Now, Argentina keeps its own raw materials and exports the finished product due to investments in national industry.
Ad
Legendary tango musician Aníbal Troilo headlines a music festival at Rácing's annual carnival (which also includes the band "The Cotton Pickers")
Ad
This advertisement contrasts the social disorder before Perón, and the calm he has brought to Argentina. A pure propaganda piece in Racing.
Ad
The image bears similarities to Marxist artwork from Russia and Mexico, with the Argentine agricultural family striking a pose of faith in the future. Unlike Marxist propaganda, where workers are idealized as loyal to the nation, Peronist propaganda…
Ad
This ad demonstrates the social expectations for men and women, typical of Peronist rhetoric and middle class lifestyle
Ad
The overly sexual woman only desires a clean shaven man
Ad for a new television program
The popularity of soccer is perfect for a society where most people had access to a television in 1969. As a result, a new talk show encourages people to come and debate the (polemic) issues of the day in soccer.
Ad for films produced in Argentina
Luis Sandrini's new film headlines the September issue, while August issue shows a young female with an obvious sensuality as boys peak a sneak at her exposed leg.
Ad for films produced in the Unites States
Notice how the men stand in heroic poses, while women are subjugated to a secondary role as those who are to be saved
Ad for national bicycle
El Gráfico ran a series of ads for English-made bicycles, but Mundo Deportivo ran ads for an Argentine-made bicycle. The bike is "criolla", much like the dark haired woman next to it.
Ad for the Ciudad Deportiva
Examples of the ads that promoted the Ciudad Deportiva (and the prizes that contributors could win).
Ad for the Ciudad Deportiva
Examples of the ads that promoted the Ciudad Deportiva (and the prizes that contributors could win).
Ads in December, 1955
These ads were aimed at readers of El Gráfico, most of whom were middle-class men. The ads change, however, in December, as Christmas approaches. They now focus on children and spouses and less on male hygiene.
Ads in December, 1970
Christmas season ads.
Ads in February, 1950
This magazine was aimed at a wide audience, unlike El Gráfico