Biblioteca Digital de VanguardiaCandy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943)
This article explores advertising images produced by the candy and confectionery industries, which disseminated, created, and modified on a massive scale social roles and constructions of childhood in Argentina in the 1930s. In this analysis, we point out a significant transformation in the argument...
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| Formato: | info:eu-repo/semantics/article |
| Lenguaje: | Español |
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Facultad de Humanidades y Ciencias de la Educación. Universidad Nacional de La Plata
2018
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| Acceso en línea: | https://www.anuarioiha.fahce.unlp.edu.ar/article/view/IHAe068 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/26033 |
| _version_ | 1782338595326001152 |
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| author | Scheinkman, Ludmila |
| author_facet | Scheinkman, Ludmila |
| author_sort | Scheinkman, Ludmila |
| collection | Repositorio |
| description | This article explores advertising images produced by the candy and confectionery industries, which disseminated, created, and modified on a massive scale social roles and constructions of childhood in Argentina in the 1930s. In this analysis, we point out a significant transformation in the arguments and appeals used by publicity directed to children: the emergence of a decisive link between childhood and happiness, which became dominant in this decade. This happiness would be attained, according to the advertisers, by consuming these goods, which in addition to pleasure provided games and entertainment to cheer up children, and promised happy childhoods |
| format | info:eu-repo/semantics/article |
| id | clacso-CLACSO26033 |
| institution | CLACSO, Repositorio Digital |
| language | Español |
| publishDate | 2018 |
| publisher | Facultad de Humanidades y Ciencias de la Educación. Universidad Nacional de La Plata |
| record_format | greenstone |
| spelling | clacso-CLACSO260332022-03-16T17:54:48Z Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) Publicidades de golosinas, consumo y felicidad infantil (Argentina, 1930-1943) Scheinkman, Ludmila Childhood Consumption Advertising Infancia Consumo Publicidad This article explores advertising images produced by the candy and confectionery industries, which disseminated, created, and modified on a massive scale social roles and constructions of childhood in Argentina in the 1930s. In this analysis, we point out a significant transformation in the arguments and appeals used by publicity directed to children: the emergence of a decisive link between childhood and happiness, which became dominant in this decade. This happiness would be attained, according to the advertisers, by consuming these goods, which in addition to pleasure provided games and entertainment to cheer up children, and promised happy childhoods Este trabajo indaga en las imágenes publicitarias con que las industrias de dulces y golosinas difundieron, crearon, y modificaron a escala masiva roles sociales y construcciones de la infancia en Argentina en los años 30. En este análisis advertimos una mutación trascendente en los argumentos y apelaciones publicitarias que tuvieron a los niños/as como destinatarios centrales: una vinculación decisiva entre infancia y felicidad, con antecedentes pero tornándose dominante en ésta década. Felicidad que se obtendría, según los anunciantes, al consumir estos bienes que además de placer proporcionaban juegos y entretenimientos para alegrar a niños/as, y prometían una infancia feliz. 2018-06-28 2022-03-16T17:54:48Z 2022-03-16T17:54:48Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo evaluado por pares texto https://www.anuarioiha.fahce.unlp.edu.ar/article/view/IHAe068 10.24215/2314257Xe068 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/26033 spa https://www.anuarioiha.fahce.unlp.edu.ar/article/view/IHAe068/9639 https://www.anuarioiha.fahce.unlp.edu.ar/article/view/IHAe068/9640 https://www.anuarioiha.fahce.unlp.edu.ar/article/view/IHAe068/9567 Derechos de autor 2018 Ludmila Scheinkman text/html application/pdf application/epub+zip Facultad de Humanidades y Ciencias de la Educación. Universidad Nacional de La Plata Anuario del Instituto de Historia Argentina; Vol. 18 No. 1 (2018); e068 Anuario del Instituto de Historia Argentina; Vol. 18 Núm. 1 (2018); e068 2314-257X |
| spellingShingle | Childhood Consumption Advertising Infancia Consumo Publicidad Scheinkman, Ludmila Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) |
| title | Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) |
| title_full | Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) |
| title_fullStr | Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) |
| title_full_unstemmed | Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) |
| title_short | Candy Advertising, Consumption and Childhood Happiness (Argentina, 1930-1943) |
| title_sort | candy advertising, consumption and childhood happiness (argentina, 1930-1943) |
| topic | Childhood Consumption Advertising Infancia Consumo Publicidad |
| url | https://www.anuarioiha.fahce.unlp.edu.ar/article/view/IHAe068 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/26033 |