A second example of lunfardo and how Boca Juniors is intimately tied to the Italian immigrants that shaped La Boca. Also an article on "baby fútbol" for young children who are club members at typically reduced rates.
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…