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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…
La hinchada no es "patotas"
"Patotas" refers to a gang of young men who spend their days aggravating others and causing mischief. The article defends passionate San Lorenzo fans by claiming that exuberance should not be confused with delinquent behavior. It is worth noting that…
Trataremos de vengar el honor de Avellaneda
The loss by neighborhood rival Racing provides Independiente a chance to do what their neighbors could not: win against a team from La Plata. This is a form of masculinity where fans could emasculate rival fans from Racing by stating that they were…
[Cartoon]
Independiente's nickname is the "diablos rojos" (red devils), here wooing a woman while the mascots of Boca Juniors and River Plate show off their muscles as they get ready to fight each other. Independiente is thus able to court the woman by taking…
El gran cuadro de diablos rojos ganó con calidad y fibra de campeón: ¡entre "guapos" anda el juego!
The article highlights the "guapeza" of the players involved in the match, as well as a focus on the legs of key players (which hints at some form of masculinity that desires the athletic bodies of male athletes as a form of adulation and marvel.)
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…
Ads in January and February, 1970
The most noticeable shift in advertisements from 1955 to 1970 is the shift from the collective (family, brotherhood) and personal grooming to the individual, with a focus on cars, music, outdoor adventure, and a man's partner (families are…
Ads in January, 1952
These ads were aimed at readers of El Gráfico, most of whom were middle-class men.
Clothing ad
Ads for tailored suits of the business executive were by means not confined to the late 1950s and 1960s.
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