Prensa a la moda: género, imagen y publicidad en el diario La Capital (Rosario, Argentina, 1920-1940)

Abstract

This article addresses the presence of fashion in La Capital newspaper from Rosario, from gender perspective and with especial attention to images. In the first part, briefly describes the emergence of fashion as a topic in the mass press in Argentina. Then, it focuses on the specific case of La Capital to show firstly term the importance that fashion had as feminine content but also the tensions that it had created. Secondly, it concerns department stores fashion advertising. Finally, it analyzes silhouettes of women and men in advertising and their transformations during the period.

Keywords

• women
• consumption
• Rosario
• fashion
• bourgeois