Abstract

RAMIREZ-JEFFERSON, M. Margarita. Imágenes de modernidad. Avisos publicitarios en Lima, Perú (1920-1930). Cuad. Cent. Estud. Diseñ. Comun., Ensayos [online]. 2024, n.126, pp.120-130.  Epub Jan 01, 2024. ISSN 1853-3523.  http://dx.doi.org/10.18682/cdc.vi126.4573.

This article is an extended summary of my doctoral thesis on the relationship between printed and illustrated advertisements and the imaginary of modernity in Peru between 1919 and 1930. This period corresponds to the second government of President Augusto B. Leguía and was characterized by the promotion, through the ‘Patria Nueva’ project, of the modernization process in the country. This contributed to forging an urban identity in Lima that introduced a modern lifestyle and allowed an articulation between the local-national and the foreign, marking the insertion of Lima society in a peripheral modernity, typical of the societies of the so-called Third World. The goal of this work is to determine the contribution of these cultural productions to the configuration and establishment of an imaginary of modernity in Lima society. To that end, it is imperative to analyze the new values and the aesthetic, social, and cultural representations of the advertising graphics that circulated through the weekly Variedades, Mundial, and La Revista during the Oncenio de Leguía.

Keywords : culture; communication; illustrated advertising; modernity; Oncenio de Leguía..

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