Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)

In recent years, important studies have shown that orientalist representation is not a marginal phenomenon in Argentine culture. The turn of the century has been indicated as a relevant period to observe its importance, emphasizing the immediate postwar period and focusing on the analysis of Orienta...

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Autor principal: Alderete, Matías
Formato: Artículo revista
Lenguaje:Español
Publicado: Facultad de Filosofía y Humanidades. Escuela de Historia 2023
Materias:
Orientalism
Representations
Advertisements
Consumption
Orientalismo
Representación
Aviso Publicitario
Consumo
Acceso en línea:https://revistas.unc.edu.ar/index.php/anuariohistoria/article/view/41605
Aporte de:
Anuario de la Escuela de Historia Virtual de Universidad Nacional de Córdoba
id I10-R362-article-41605
record_format ojs
spelling I10-R362-article-416052023-12-29T17:50:35Z Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925) El consumo del Oriente. Representaciones orientalistas en los avisos publicitarios de la prensa porteña hacia inicios del siglo XX (1900-1925) Alderete, Matías Orientalism Representations Advertisements Consumption Orientalismo Representación Aviso Publicitario Consumo In recent years, important studies have shown that orientalist representation is not a marginal phenomenon in Argentine culture. The turn of the century has been indicated as a relevant period to observe its importance, emphasizing the immediate postwar period and focusing on the analysis of Orientalist conceptions of intellectuals and scholars. However, there have been minor statements about the ways orientalist representations circulated in mass culture. This research aims to explore the constructions and representations of the East in the advertisements of the early 20th century. It is possible to find in the press some clues that allow us to investigate how Orientalism was configured in a period indicated as a starting point of mass consumption. It will be analyzed how the Orientalist representation seduced consumers by appealing to different values, such as efficiency and distinction; especially, cosmetic products exploited the sensual topic of Orientalism, representing the East as a magical and libidinal space. Durante los últimos años, se han producido prolíficos estudios sobre el orientalismo argentino, señalando que este no es un fenómeno foráneo o marginal dentro de la cultura. El periodo de entresiglo ha sido señalado como relevante para observar su importancia, haciendo hincapié en la inmediata posguerra y abocándose en el análisis de las concepciones orientalistas de intelectuales y eruditos. La circulación de las representaciones orientalistas en la cultura masiva no ha recibido la misma atención. La presente investigación se propone explorar las construcciones y representaciones del Oriente en los avisos publicitarios de inicios del siglo XX. Es posible encontrar en la prensa porteña ciertos indicios que permitan indagar cómo se configuró un imaginario orientalista en un período que ha sido señalado como punto de partida de la configuración del consumo masivo. Especialmente, se analizará cómo el Oriente sedujo a los consumidores al recurrir a valores como la eficacia y la distinción; especialmente, productos de uso femenino explotaron el tópico sensual del orientalismo para publicitarse, representando al Oriente como un espacio mágico y libidinoso. Facultad de Filosofía y Humanidades. Escuela de Historia 2023-09-21 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf text/html https://revistas.unc.edu.ar/index.php/anuariohistoria/article/view/41605 10.31049/1853.7049.v14.n23.41605 Anuario de la Escuela de Historia Virtual; Vol. 14 Núm. 23 (2023): Anuario de la Escuela de Historia Virtual; 130-160 1853-7049 10.31049/1853.7049.v14.n23 spa https://revistas.unc.edu.ar/index.php/anuariohistoria/article/view/41605/42671 https://revistas.unc.edu.ar/index.php/anuariohistoria/article/view/41605/42701 Derechos de autor 2023 Matías Alderete http://creativecommons.org/licenses/by-nc-nd/4.0
institution Universidad Nacional de Córdoba
institution_str I-10
repository_str R-362
container_title_str Anuario de la Escuela de Historia Virtual
language Español
format Artículo revista
topic Orientalism
Representations
Advertisements
Consumption
Orientalismo
Representación
Aviso Publicitario
Consumo
spellingShingle Orientalism
Representations
Advertisements
Consumption
Orientalismo
Representación
Aviso Publicitario
Consumo
Alderete, Matías
Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)
topic_facet Orientalism
Representations
Advertisements
Consumption
Orientalismo
Representación
Aviso Publicitario
Consumo
author Alderete, Matías
author_facet Alderete, Matías
author_sort Alderete, Matías
title Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)
title_short Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)
title_full Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)
title_fullStr Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)
title_full_unstemmed Consuming the East. Orientalist Representations in the Buenos Aires Press Advertisements in the Early 20th Century (1900-1925)
title_sort consuming the east. orientalist representations in the buenos aires press advertisements in the early 20th century (1900-1925)
description In recent years, important studies have shown that orientalist representation is not a marginal phenomenon in Argentine culture. The turn of the century has been indicated as a relevant period to observe its importance, emphasizing the immediate postwar period and focusing on the analysis of Orientalist conceptions of intellectuals and scholars. However, there have been minor statements about the ways orientalist representations circulated in mass culture. This research aims to explore the constructions and representations of the East in the advertisements of the early 20th century. It is possible to find in the press some clues that allow us to investigate how Orientalism was configured in a period indicated as a starting point of mass consumption. It will be analyzed how the Orientalist representation seduced consumers by appealing to different values, such as efficiency and distinction; especially, cosmetic products exploited the sensual topic of Orientalism, representing the East as a magical and libidinal space.
publisher Facultad de Filosofía y Humanidades. Escuela de Historia
publishDate 2023
url https://revistas.unc.edu.ar/index.php/anuariohistoria/article/view/41605
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first_indexed 2024-09-03T22:29:50Z
last_indexed 2024-09-03T22:29:50Z
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