Profetisa de la Modernidad : La Publicidad en el perú de Leguía (1919-1930).

Format:

Book

Author/Creator:

Ramírez Jefferson, Margarita.

Language:

Spanish

Subjects (All):

Advertising.

Peru.

Physical Description:

1 online resource (175 pages)

Edition:

1st ed.

Place of Publication:

Lima : Pontificia Universidad Católica del Perú, 2024.

Summary:

This book investigates the role of illustrated advertisements in shaping the modern social imagination in Peru during the presidency of Augusto Bernardino Leguía (1919-1930), a period known as the Oncenio. It explores how advertising in illustrated magazines—such as *Variedades*, *Mundial*, and *La Revista*—contributed to the dissemination of modern values and ideals, as well as its relationship with the broader modernization project under Leguía's Patria Nueva initiative. The author, Margarita Ramírez Jefferson, combines historical analysis and cultural criticism to examine how advertising became a tool for constructing social and cultural identities. Focusing on urban development and societal transformation in Lima, the book highlights the intersection of graphic design, media, and socio-political changes. It draws from a rich collection of primary sources, including early 20th-century magazines, and employs a hermeneutic methodology to analyze the cultural and symbolic dimensions of advertising. This scholarly work is aimed at researchers, students, and professionals in design, communication, cultural studies, and Peruvian history. Generated by AI.

Contents:

Agradecimientos

Introducción

Primera Parte. Procesos de modernización en el Perú: el proyecto político Patria Nueva

La modernidad en América Latina

El debate sobre modernidad cultural en el Perú

1. La controvertida concreción de los procesos de modernización en el Perú y el segundo gobierno de Leguía (1919-1930)

2. Prensa escrita y revistas ilustradas

3. La revista ilustrada Variedades (1919-1930)

4. La revista ilustrada Mundial (1920-1930)

5. La revista ilustrada La Revista (1927-1930)

Segunda parte. La ilusión de modernidad y la publicidad gráfica en Lima

El relato gráfico publicitario en relación con los ideales de modernidad durante el Oncenio de Leguía (1919-1930)

1. Un imaginario de modernidad en cinco marcas

Reflexiones finales

Referencias bibliográficas Generated by AI.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

ISBN:

9786123179946

6123179942

OCLC:

1481794527