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Ads in January, 1952
These ads were aimed at readers of El Gráfico, most of whom were middle-class men.
Ads in May, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
Ads in the special August issue, 1950
This particular issue is interesting because it attracted a wide range of sponsors, which saw an opportunity to reach a larger audience due to the new stadium's opening and the special issue of Racing. As a result, the ads here were not directed to…
Advertisement for Seijo
Seijo is also the name of the club President, who seems to have made his fortune in various businesses such as real estate and glass products. Either way, this ad shows off refined men's fashion in the club magazine.
Advertisements in El Gráfico in 1955
Helpful to look at what products were pitched to men, and how masculinity is portrayed.
Ajedrez en el ateneo deportivo "Evita"
123 particpants took place in the tournament, with winners advancing to international tournament.
Apuntes al margen
Describing the incidents as "an unprecedented scandal" ("un escándolo como no se recuerda otro en una cancha de Rosario"), the writer explains how no rational exists to justify what took place in Rosario, specifically the number of women and children…
Arcos Aclara: con los "grandes" juego igual que con los "chicos"
Although Arcos is not a well-remembered player in Argentine fútbol history, this profile piece is a perfect example of how sports magazines portrayed fútbol players: surrounded by family (especially the player's mother), in uniform, and with fans.…
Bajo el aro
Two points of interest: the women's basketball club team was suspended for reasons not stated, but the ban has yet to be lifted—which hints at a conspiracy against Boca (typical of fan magazines). The other note is that the magazine harshly…
Bandoleros v. Fútbol: patotas de delincuentes juveniles se han dedicado ahora a atacar y a robar a los auténticos y pacíficos "hinchas"
The article warns that a new type of young male goes to the stadiums only to incite violence or commit crimes, not watch the game
Buenos Aires es asi
By ignoring the women around them, who look similar to the idealized women in the magazines the two men are ogling, the artist pokes fun at men and their libido.
Caballeros del Real...acierto
This article comes at the end of Mundo Deportivo. Perhaps facing financial problems, this article that was supposed to be about Di Stéfano and his arrival in Buenos Aires with Real Madrid, turns into an ad for Remington. But, many references are…
Cámara viajera
Useful article to understand gender divisions in soccer
Cartoon
The term corner kick in Spanish is "tiro de equina," or "corner shot"...thus this humorous play on words as a disgruntled wife is ready to gun down her husband and his mistress while waiting around the corner. The image also reinforces negative…
Cartoon
The Spanish phrase "lo salvó el poste," or "the goal post saved him"...is converted to marital relations as a huge and menacing wife walks by and her husband hides behind a telephone pole with his thin mistress. The image reinforces negative images…
Civilizar al fútbol
The article rebukes the deteriorating climate at stadiums, and applauds Huracán for encouraging women to attend free, with roses and prime seats. (the adjoining article's last words are about the decline of creative fútbol and the growth of a climate…