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Warning: Cannot modify header information - headers already sent by (output started at /var/www/html/core/lib/class.plx.motor.php:349) in /var/www/html/core/lib/class.plx.feed.php on line 266 Atlante - Revue d'études romanes - Tag publicite-filmique
https://atlante.univ-lille.fr/tag/publicite-filmique
frThu, 21 Jun 2018 11:48:00 +0200PluXml05. La publicidad fílmica como una ventana a los públicos La rifa de un hombre como anzuelo en 1940
https://atlante.univ-lille.fr/05-la-publicidad-filmica-como-una-ventana-a-los-publicos-la-rifa-de-un-hombre-como-anzuelo-en-1940.html
https://atlante.univ-lille.fr/05-la-publicidad-filmica-como-una-ventana-a-los-publicos-la-rifa-de-un-hombre-como-anzuelo-en-1940.html<p>Julia Tuñón<br />DEH-INAH México<br />p. 79-100.</p><p> </p>
<p><strong>Julia TUÑÓN, « La publicité filmique, une fenêtre sur les publics : le tirage au sort d’un homme comme appât en 1940 ».</strong></p>
<p><strong>Résumé. </strong>En mai 1940, à Mexico, une campagne publicitaire annonça la mise en loterie d’un homme censé se marier avec la gagnante. La campagne dura une semaine entière dans la presse. Elle se nourrit d’un imaginaire qui rend compte de la culture des publics, des désirs de moderniser les comportements, de la construction des identités de genre et des inerties qui définissent le « Mexicain » par opposition à l’« États-Unien ».</p>
<p><strong>Mots-clés. </strong>Publicité filmique, Constructions genrées, Stéréotypes, Mexique.</p>
<p> </p>
<p><strong>Julia TUÑÓN, “</strong><strong>La publicidad fílmica como una ventana a los públicos: la rifa de un hombre como anzuelo en 1940”.</strong></p>
<p><strong>Resumen.</strong> En mayo de 1940 se realiza en la ciudad de México un truco publicitario en el que supuestamente se rifará un hombre para que la triunfadora se case con él. El recurso se mantiene durante una semana en la prensa y se nutre de fantasías que dan cuenta de la cultura de los públicos, de los anhelos de modernizar las conductas, de la construcción de los géneros sexuales y de las inercias que definen “lo mexicano” en contraste con “lo estadounidense”.</p>
<p><strong>Palabras clave.</strong> Publicidad fílmica, Construcciones de género, Estereotipos, México.</p>
<p><strong> </strong></p>
<p><strong>Julia TUÑÓN, “Film Publicity, a Window to the Audiences: the Random Draw of a Man as a Bait in 1940”.</strong></p>
<p><strong>Abstract.</strong> In May 1940 a raffle was announced as part of an advertising campaign in Mexico City. The prize was, supposedly, a man available for marriage with the female winner. The advertising was published during a complete week in the press and was nourished by fantasies that reflect the audiences’ culture, the aim to modernize behaviors, the construction of sexual genders, and the inertias that define “The Mexican” in contrast to “The American”.</p>
<p><strong>Keywords.</strong> Film publicity, Gender constructions, Stereotypes, Mexico.<strong><br /><br /></strong></p>
<p><a href="https://atlante.univ-lille.fr/data/images/_articles/ATLANTE_7_5.pdf" target="_blank"><strong>Télécharger l'article complet (pdf, 3.48 Mb)</strong></a></p>Thu, 21 Jun 2018 11:48:00 +0200admin