Profetisa de la Modernidad: La Publicidad en el perú de Leguía (1919-1930)

This book investigates the role of illustrated advertisements in shaping the modern social imagination in Peru during the presidency of Augusto Bernardino Leguía (1919-1930), a period known as the Oncenio. It explores how advertising in illustrated magazines—such as *Variedades*, *Mundial*, and *La Revista*—contributed to the dissemination of modern values and ideals, as well as its relationship with the broader modernization project under Leguía's Patria Nueva initiative. The author, Margarita Ramírez Jefferson, combines historical analysis and cultural criticism to examine how advertising became a tool for constructing social and cultural identities. Focusing on urban development and societal transformation in Lima, the book highlights the intersection of graphic design, media, and socio-political changes. It draws from a rich collection of primary sources, including early 20th-century magazines, and employs a hermeneutic methodology to analyze the cultural and symbolic dimensions of advertising. This scholarly work is aimed at researchers, students, and professionals in design, communication, cultural studies, and Peruvian history.

Acceso de usuarios registrados

¿Es nuevo? Regístrese

Coordinado por: