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...

Descripción completa

Detalles Bibliográficos
Autor: Sánchez Parra, Cristina
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
id MX_2cba8e1ccbcb69e5f9f82dfef3b4181c
oai_identifier_str oai:oai.historiamexicana.colmex.mx:article/4053
network_acronym_str MX
network_name_str México
repository_id_str
spelling Department Store Advertising in Mexico City at the Dawn of the 20th CenturyLa publicidad de las tiendas por departamentos de la ciudad de México en los albores del siglo XXSánchez Parra, CristinaMexico Citymodernizationadvertisingconsumptionsocial statusPorfiriatoCiudad de Méxicomodernizaciónpublicidadconsumoestatus socialPorfiriatoThis 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.Este artículo expone un recorrido por las diferentes estrategias publicitarias que utilizaron las tiendas departamentales, ubicadas en la ciudad de México, a finales del siglo XIX y principios del XX, para conquistar a sus posibles clientes. La premisa que atraviesa el análisis es que estos comercios fundaron una nueva tradición del consumo, al introducir elementos como los precios fijos, la exhibición de las mercancías en vitrinas y, en general, la introducción de un nuevo lenguaje publicitario. Todas, características que enmarcan la aparición de nuevas subjetividades urbanas sobre el consumo. Por medio del análisis de los documentos oficiales del ayuntamiento y de la prensa de la época, el artículo postula las transformaciones en el mensaje publicitario; dichos cambios se enmarcan dentro de un contexto de modernización porfiriana, proceso que tuvo como referente la organización de las grandes urbes, como Londres y París. Este espejo europeo es una referencia constante que ayuda a identificar las influencias externas, pero también permite señalar las particularidades propias de la capital mexicana en pleno cambio de siglo.El Colegio de México, A.C.2020-04-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/xmlhttps://historiamexicana.colmex.mx/index.php/RHM/article/view/405310.24201/hm.v69i4.4053Historia Mexicana; Vol. 69, Núm. 4 (276) abril-junio 2020; 1597-16462448-65310185-0172reponame:Historia Mexicanainstname:EL COLEGIO DE MÉXICOinstacron:COLMEXspahttps://historiamexicana.colmex.mx/index.php/RHM/article/view/4053/4032https://historiamexicana.colmex.mx/index.php/RHM/article/view/4053/4206Derechos de autor 2020 Historia Mexicanainfo:eu-repo/semantics/openAccessoai:oai.historiamexicana.colmex.mx:article/40532024-08-16T21:55:34Z
dc.title.none.fl_str_mv Department Store Advertising in Mexico City at the Dawn of the 20th Century
La publicidad de las tiendas por departamentos de la ciudad de México en los albores del siglo XX
title Department Store Advertising in Mexico City at the Dawn of the 20th Century
spellingShingle Department Store Advertising in Mexico City at the Dawn of the 20th Century
Sánchez Parra, Cristina
Mexico City
modernization
advertising
consumption
social status
Porfiriato
Ciudad de México
modernización
publicidad
consumo
estatus social
Porfiriato
title_short Department Store Advertising in Mexico City at the Dawn of the 20th Century
title_full Department Store Advertising in Mexico City at the Dawn of the 20th Century
title_fullStr Department Store Advertising in Mexico City at the Dawn of the 20th Century
title_full_unstemmed Department Store Advertising in Mexico City at the Dawn of the 20th Century
title_sort Department Store Advertising in Mexico City at the Dawn of the 20th Century
dc.creator.none.fl_str_mv Sánchez Parra, Cristina
author Sánchez Parra, Cristina
author_facet Sánchez Parra, Cristina
author_role author
dc.subject.none.fl_str_mv Mexico City
modernization
advertising
consumption
social status
Porfiriato
Ciudad de México
modernización
publicidad
consumo
estatus social
Porfiriato
topic Mexico City
modernization
advertising
consumption
social status
Porfiriato
Ciudad de México
modernización
publicidad
consumo
estatus social
Porfiriato
description 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.
publishDate 2020
dc.date.none.fl_str_mv 2020-04-01
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://historiamexicana.colmex.mx/index.php/RHM/article/view/4053
10.24201/hm.v69i4.4053
url https://historiamexicana.colmex.mx/index.php/RHM/article/view/4053
identifier_str_mv 10.24201/hm.v69i4.4053
dc.language.none.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://historiamexicana.colmex.mx/index.php/RHM/article/view/4053/4032
https://historiamexicana.colmex.mx/index.php/RHM/article/view/4053/4206
dc.rights.none.fl_str_mv Derechos de autor 2020 Historia Mexicana
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Derechos de autor 2020 Historia Mexicana
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
text/xml
dc.publisher.none.fl_str_mv El Colegio de México, A.C.
publisher.none.fl_str_mv El Colegio de México, A.C.
dc.source.none.fl_str_mv Historia Mexicana; Vol. 69, Núm. 4 (276) abril-junio 2020; 1597-1646
2448-6531
0185-0172
reponame:Historia Mexicana
instname:EL COLEGIO DE MÉXICO
instacron:COLMEX
instname_str EL COLEGIO DE MÉXICO
instacron_str COLMEX
institution COLMEX
reponame_str Historia Mexicana
collection Historia Mexicana
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1858174779047018496
score 15.812429

Similares en LA Referencia