Ads in the special August issue, 1950

Ads in the special August issue, 1950

Rácing is only a week away from opening its new stadium and advertisers flock to the special issue

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 the mostly male readership but instead to the whole family. Nonetheless, these ads constructed masculinity in particular ways: fashionable, provider of material goods, sophisticated, a family man. Also: note the ad for cigarettes promoted by a Racing player who says he smokes this brand. This is an age when it was fine for fútbol players to openly drink, smoke, go out dancing, and eat a steady diet of steaks (which will change by the end of the decade.)

Racing: una auténtica voz racinguista

Aug-1950

Biblioteca Nacional de Argentina

Bound volume

es

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