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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
Clothing ad
Ads for tailored suits of the business executive were by means not confined to the late 1950s and 1960s.
Ads in January, 1952
These ads were aimed at readers of El Gráfico, most of whom were middle-class men.
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 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…
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.)
[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…
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…
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…
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…
Severísimos juicios de Milan en su partida
Although elated to be world champions, the players from AC Milan leveled harsh criticisms towards Estudiantes (some even refusing to talk about the match). Others claimed that the trophy was not worth it, neither was the war, and that the South…
Fútbol para caballeros
A letter to the newspaper editor addresses football—which is uncommon in regular newspaper letters to the editor. Eligio González worries about the “noble y viril deporte” affected by bad players that behave like boxers. Unlike boxing, the football…
El caudillo en apuros
Another "caudillo" ("hard man") emerges in Argentine fútbol, and finds himself under the scrutiny of match officials.
La cuota de temperamento
Pachamé, Basile, Bilardo, Rodríguez, Cocco, Albrecht, and Rattín are some of the many "hard men" that play in the "number 5" position on the field, known for their hard tackles and physicality. The article humorously states that AFA and the Tribunal…
Fischer: un ejecutivo del fútbol
A star player for San Lorenzo, Fischer was outspoken and an offensive-minded player. This interview provides insight into how creative players coped with an ultra-defensive league. Also worth noting the use of the term "ejecutivo", denoting a level…
Los malos embajadores
The title suggests a concern that Argentine players are providing a bad example of violent play to the outside world, poor embassadors for the sport.