Browse Items (29 total)
The first advertisement is one of the earliest advertisements for soccer goods from the popular store Gath & Chaves. The second is an advertisement for chocolate that draws upon negative stereotypes of a black woman as a nanny for white children…
Helpful ad to see how masculinity was portrayed in advertisements placed in fan magazines
Helpful to look at what products were pitched to men, and how masculinity is portrayed.
The overly sexual woman only desires a clean shaven man
This ad demonstrates the social expectations for men and women, typical of Peronist rhetoric and middle class lifestyle
Advertisement for the first Eva Peron Youth Soccer Tournament
Also of note are the number of fútbol shows on television
The popularity of soccer is perfect for a society where most people had access to a television in 1969. As a result, a new talk show encourages people to come and debate the (polemic) issues of the day in soccer.
El Gráfico ran a series of ads for English-made bicycles, but Mundo Deportivo ran ads for an Argentine-made bicycle. The bike is "criolla", much like the dark haired woman next to it.
The image bears similarities to Marxist artwork from Russia and Mexico, with the Argentine agricultural family striking a pose of faith in the future. Unlike Marxist propaganda, where workers are idealized as loyal to the nation, Peronist propaganda…
This advertisement contrasts the social disorder before Perón, and the calm he has brought to Argentina. A pure propaganda piece in Racing.
Legendary tango musician Aníbal Troilo headlines a music festival at Rácing's annual carnival (which also includes the band "The Cotton Pickers")
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.
This ad is another example of how closely tied tango music and fútbol became as both forms of popular culture gained prominence by the 1944 as representations of national identity.
The ad notes that before Perón raw materials were exported overseas and produced into finished products like cooking oil. Now, Argentina keeps its own raw materials and exports the finished product due to investments in national industry.
Examples of the ads that promoted the Ciudad Deportiva (and the prizes that contributors could win).
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