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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 December, 1970
Christmas season ads.
Ads in January, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
Ads in February, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
Ads in May, 1950
This magazine was aimed at a wide audience, unlike El Gráfico
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…
Patria Justa
Sample entries from a primary school textbook from the early 1950s
Privilegiados
Sample entries from a textbook for early readers from the early 1950s. Of particular note is that the first word printed to teach children how to read is "Eva". The story of King Midas is also a way of criticizing the oligarchs and people obsessed…
Las Hadas Buenas
Sample entries from a textbook for early readers from the mid-1950s. Eva is no longer the first person featured, she is second after the mother.
Obreritos
Sample entries from a textbook for early readers from the mid-1950s. Like other textbooks, a special point is to highlight the Malvinas as Argentine.
Perón y el deporte
Perón's explicit view of the role of sports in 1973-1974
Queridos Muchachos:
Perón compares the 2nd quinquenal to the dynamics of a sports team
2˚ Plan Quinquenal
The second quinquenal was more focused than the first plan from the late 1940s. In terms of sports, it sought to use increased participation-particularly among children-as a way to promote social justice and enhance the health of citizens. Included…
El justicialismo: doctrina y realidad peronista
Mende makes the case for why "justicialismo" provides a third way beyond forces of spiritualism and materialism, between individualism and collectivism.
Manual práctico del 2˚ plan quinquenal
The lack of focus and guidance of the first five-year plan is corrected in this manual to the second five-year plan, with physical education and sports receiving special focus.
La razón de mi vida
One section of this book deals with the lessons Eva learned from her European trip, especially how social aid programs are handled by governments. Her conclusion? The rich handle aid to the poor (badly) and a coldness exists in working with the meek…