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Sweet Consumers. The Development of the Advertising of the Consumption of Candy towards Women and Children in the First Decades of the 20th Century in Argentina

Authors

  • Ludmila Scheinkman Instituto Interdisciplinario de Estudios de Género, Universidad de Buenos Aires/CONICET
No. 9 (2017): Mayo-Octubre
https://doi.org/10.5354/0719-4862.2017.47401

Abstract

This paper aims to reconstruct the process by which certain products –cookies, sweets and chocolates– initially destined for men, women, children, adults and elderly alike, regardless of gender or age, emphasizing quality, modernization and technology– were transformed in the first decades of the 20th Century in Argentina into products mainly targeted for consumption by women and children, both boys and girls. This transformation was carried through an association of “sweets”, “impulsiveness”, “gluttony”, “temptation” and “happiness” with female and childhood figures. Along these lines we will analyze the role of private businesses and advertising in the reproduction, diffusion, modification and recreation of images of family, femininity and childhood. We will place these visual representations in line with circulating ideological discourses, full of their own specific intentions. With this in mind we analyze a corpus of 620 advertisements, published in the illustrated magazine Caras y Caretas, between 1898 and 1930.

Keywords:

childhood, domesticity, consumption, sweets, advertising

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How to Cite
Scheinkman, L. (2017). Sweet Consumers. The Development of the Advertising of the Consumption of Candy towards Women and Children in the First Decades of the 20th Century in Argentina. Meridional. Revista Chilena De Estudios Latinoamericanos, (9), pp. 145–190. https://doi.org/10.5354/0719-4862.2017.47401
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Meridional. Revista Chilena de Estudios Latinoamericanos
Facultad de Filosofía y Humanidades
Universidad de Chile
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