‘Vivir con lo nuestro’: Publicidad y política en la Argentina de los años 1930

Abstract

La forma para esta publicidad, las técnicas aplicadas, los modos en que se seleccionan los destinatarios clave y el énfasis puesto en mercaderías y medios de difusión, son los ejes sobre los que se construye este estudio histórico de la publicidad en la década de 1930, especialmente relacionada con las actividades agroindustriales The crisis of 1930 profoundly altered the conditions of apparent prosperity that had characterized the period in Argentina following World War I. When the central countries withdrew into themselves, Argentina had to turn to its own domestic market, thereby reinforcing import substitution and intensifying interventionist policies. The aim of this article is to analyse some of the strategies adopted by entrepreneurs and the State in order to overcome the effects and the changes resulting from the crisis, whereby habits of consumption were modified in favour of domestically produced goods. The way in which this publicity was used, the techniques that were applied,...