Abstract

SOSENSKI, Susana  and  LOPEZ LEON, Ricardo. The Visual Construction of Happiness and Family Coexistence in Mexico: Advertisements in the Graphic Press (1930-1970). Secuencia [online]. 2015, n.92, pp.193-225. ISSN 2395-8464.

This article studies the ways in which graphic advertisements in the Mexican press between 1930 and 1970 associated the idea of happiness with a model of family coexistence. These two concepts were related not only with the acquisition of a wide variety of objects, but also with physical spaces inside and outside the home. Advertising attributed affective and emotional qualities to certain objects located in specific spaces, and constructed imaginaries and representations of a happy family life that homogenized and replicated a model of domestic bliss based on a hierarchical position of the man, the woman depicted in her role as housewife, devoted to the home or raising children, and a child requiring a wide range of products and services. The time framework selected makes it possible to study the transformation of marital and paternal relationships.

Keywords : happiness; advertising; childhood; family; coexistence.

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