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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| Formato: | Artículo revista |
| Lenguaje: | Español |
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Facultad de Filosofía y Humanidades. Escuela de Historia
2023
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| Acceso en línea: | https://revistas.unc.edu.ar/index.php/anuariohistoria/article/view/41605 |
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| Sumario: | 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. |
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