Resumen

BONICATTO, Virginia; BRANDONI, Ana  y  FARA, Catalina. The skyscraper as a symbol of modernization: advertisements in the illustrated magazine Caras y Caretas (1898-1939). An. Investig. Arquit. [online]. 2024, vol.14, n.1, e208.  Epub 01-Jun-2024. ISSN 2301-1505.  https://doi.org/10.18861/ania.2024.14.1.3656.

This work is part of a broader topic related to high-rise construction in the first decades of the 20th century in Buenos Aires, related, particularly, with the representations of the first skyscrapers. In this article we focus on advertisements published in the illustrated magazine Caras y Caretas (1898-1939), specifically on those which use images of skyscrapers and through the association between architecture and products aim to provide the object or advertised service an apparent guarantee of trust, quality and prestige.

The hypothesis proposed considers that the dissemination of this type of advertising addressed to a mass audience and based on representations of the future, technology and high-rise construction, had more importance than that hitherto awarded, favoring the choice of the skyscraper as a symbol of power, prestige and prosperity both by private and State initiatives. In other words, these kind documents allow a “lateral” or diacritical approach to the history of architecture, expanding the boundaries to think about the construction processes of modern Buenos Aires.

Palabras clave : Skyscraper; Modernization; Publicity; Caras y Caretas; Argentina; 20th Century; Images; Visual Culture; Progress..

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