Department Store Advertising in Mexico City at the Dawn of the 20th Century
This article explores the different advertising strategies utilized by department stores in Mexico City at the end of the 19th Century and the beginning of the 20th. Its premise is that these businesses established a new tradition of consumption by introducing fixed prices, exhibiting their merchand...
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | México |
| Institución: | EL COLEGIO DE MÉXICO |
| Repositorio: | Historia Mexicana |
| Idioma: | español |
| OAI Identifier: | oai:oai.historiamexicana.colmex.mx:article/4053 |
| Acceso en línea: | https://historiamexicana.colmex.mx/index.php/RHM/article/view/4053 |
| Access Level: | acceso abierto |
| Palabra clave: | Mexico City modernization advertising consumption social status Porfiriato Ciudad de México modernización publicidad consumo estatus social |
| Sumario: | This article explores the different advertising strategies utilized by department stores in Mexico City at the end of the 19th Century and the beginning of the 20th. Its premise is that these businesses established a new tradition of consumption by introducing fixed prices, exhibiting their merchandise in their storefronts and instituting a new advertising language. All of these characteristics marked the appearance of new subjectivities of urban consumption. Through an analysis of official municipal documents and the contemporary press, this article postulates that these transformations in advertising messaging can be seen as part of the process of Porfirian modernization, which was modeled after developments in cities such as London and Paris. The image of Europe was a constant reference that allows us to identify external influences, as well as those phenomena that were particular to Mexico City at the turn of the century. |
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