Del reclame a la Publicidad. La transición hacia la modernidad publicitaria en la prensa periódica argentina entre 1862 y 1885

Abstract

Thinking advertising as historical phenomena supposes a contextual approach to help us to get an appropriate theoretical frame in order to explain the specific nature of this problem. Being it an economic, politic, technologic and aesthetic multi-determined field of cultural practices, it becomes essential to know the specific frame that those determinations conform to configure our study object. The historical period analyzed in this paper is the argentine transition from the civil post independence war, to the modern state consolidation, approximately from 1862 to 1880, and the correlative transition in the press, from a factional pre-modern to a modern one, in a civil society organized by a market agro-export based economy and framed with a parliamentary modern state, connected with the world. This process completes itself in the first decades of the twenty century, and converges with de birth of a national cultural industry based not only in press, but also in new sound and visual media. Is in this transitional period when the advertising gets the basis of its modern characteristics and functions that we see along the twenty century, reorganizing the graphic supports, the technical possibilities, the aesthetical identities, inherited from the previous period, and going at the forefront of the innovation in press, innovation that some time later will be adopted by the whole graphic visual organization of the newspapers and magazines, and that not only transform the aesthetic or visual-organization dimensions, but the discursive and economic strategies of the press as a new big component of de economy and the relationship between civil society, enterprises and state.