Workers Go Shopping in Argentina: The Rise of Popular Consumer Culture

Index

295 index Page numbers in italic text refer to illustrations. Acción Católica Argentina, 185 admen (advertising agents): Association of Advertising Agents, 62; backgrounds, 60; as flâneurs, 60; on images, 103–4; origins, 81, 85; privilege and, 60, 61; recent challenges, 229; role as mentors, 75 advertising, 13–14; A and B groups, 54, 55; Argentine advertising praised, 82, 84, 85–86; attitudes, 86; as an “awareness institution,” 75; C and D groups, 57–58; celebration of, 53; changes in content, 92–93; critics of, 121; as cultural interpretation, 121; dependence on foreign formulas, 83–84; early agencies, 54; evolution, 83; food ads, growth in, 44–45; for new consumers, 89–96; functions debated, 120; gas stoves, 89–91; growth of, 84–85; history of, 7, 53, 54; home furnishings, 170–75; humor used in, 109–13; illustration in ads, 104; impact on prices, 77; in interior provinces, 66–67; language of the people, 86–89; magazine advertising, 76–79; misleading, 44–46; new consumers, 57–58; “pattern” ads, 55; photography, 104; pretty, sexy women in, 103–9, 173; print ad size, 114–15; professional organizations, 85; provincial newspapers, 68–69; radio ads, 115; recent challenges, 229, 231; refrigerators, 89–90; regulation of product claims, 45–46; role of information, 76; studies of, 7, 12; traditional focus, 54–55, 80, 97; workers featured in ads, 96–103 advertising agencies: expansion, 53; history of, 54; market research methods, 61; naming, 84, 85 agro-exports, 3–4; early industry related, 18–19; effects of contraction, 221; Fernández de Kirchner government, 230; generating foreign exchange, 221; Great Depression, 19; postwar recovery, 26 296 Index aguinaldo (Christmas bonus), 34, 95 alcoholic beverages, 50, 149 Alfonsín, Raúl, 222–23 alpargatas, as symbol, 141–42, 195 Alpargatas company, 97–98, 111 American Export Advertising Association, 58 anti-Peronist sectors: clothing as symbol, 142, 143–44; communists, 36; critics of Evita, 167; descamisados criticized, 142; export-market and industrial, 23; galeritas, 142; goods as bait, 199, 200; middle- and upper-class critics, 125; wage issue, 34; workers as manipulated, 199; working class consumers as “horde,” 50; on workingclass consumption, 199. See also Communist Party; Socialist Party appliances. See household appliances Argentina: historiography, 12; studies of Peronism, 12 Argentine Association of Advertising Agencies, 117 Argentine Association of Magazine Editors, 76–77, 78, 79 Argentine Monday, 125 Arlt, Roberto, 123–24, 152 Armour Research Foundation, 16–17, 18 Association of Advertising Agents, 62 Association of Advertising Directors, 76 Association of Street Advertising Agencies, 119 austere consumption campaign, 38–39, 49, 147, 177 automobile sector, 27; advertising, 54, 55; walkout, 56; women’s influence, 71 auto supply advertising, 117, 119 bacán (playboy) stereotype, 161 bachelors, 160–62 Bagú, Sergio, 153 balance of payments, 38–39 Barro, José Constantino, 53, 82 barter clubs, 227–28 beach garments, 106, 106, 107, 108 beauty products: beauty parlors, 148– 49; cosmetic advertising, 107, 117; criticism, 154; financial independence related, 184; lower-class use of, 145, 154; need for, 178; Pond’s face cream, 102; spending on, 164; tension between spouses, 177 beauty queens, 102 bella pobre (beautiful poor girl) character, 165 beverage advertising, 117 Bialet Massé, Juan, 29 billboards, 14, 114–20, 122 birth rates, 184–85, 163, 269n91 Blanksten, George, 139 blenders, 170, 212 bolicheros (businessmen from the provinces), 23 Borges, Jorge Luis, 214 brands, 72; confusion over, 61; educational campaign, 73, 75; with female names, 107, 108, 254n64; generic versus, 75; substituting inferior, 73 breadwinner role, 35, 159, 164–65, 176–77, 183, 207 brides, 173, 174 Bromatology, Institute of, 42, 45 Bruce, James, 132, 138–39 budgets, household, 71–72 Buenos Aires: dress codes, 142; economic preponderance, 63; elite neighborhoods, 257n14; Florida Street, 139–40; food riots, 223, 225; 297 Index growth of, 127; “invasion” by workerconsumers , 126–34; market research study (1947), 58, 71; newspapers, 68; street advertisements, 116 Buenos Aires Province: advertising, 69; life under Peronism, 194; newspapers, 247n45; state assistance to industry, 25 Bunge, Alejandro, 53 cabecitas negras (little black heads), 125, 257n7 Cafiero, Antonio, 239n30 callejeras (street women), 179, 180, 184 Camus, Eloy, 40 Carrillo, Ramón, 41 Cascallar, Nené, 155, 167, 169–70, 175, 180, 181 Castillo, Ramón (President), 20–21 Catholic Church: against consumption, 185; on birth rates, 185; justicialismo, 35 census, Fourth National Census (1947), 58, 64 chain effect of prosperity, 31, 32, 239n30 Chinese grocery stores, 229 cigarette ads, 117 citizen-consumer, 8 Clase...