دورية أكاديمية
Chicas Modernas and Chinas Poblanas: International and National Influences in the Mexican Beer Industry and its Advertisements, 1910–1940
| العنوان: | Chicas Modernas and Chinas Poblanas: International and National Influences in the Mexican Beer Industry and its Advertisements, 1910–1940 |
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| المؤلفون: | Pierce Gretchen |
| المصدر: | Jahrbuch für Wirtschaftsgeschichte, Vol 65, Iss 1, Pp 63-100 (2024) |
| بيانات النشر: | De Gruyter, 2024. |
| سنة النشر: | 2024 |
| المجموعة: | LCC:Economic history and conditions LCC:Economics as a science |
| مصطلحات موضوعية: | advertising, beer, mexico, modernity, modern girl, modern man, nationalism, werbung, bier, mexiko, nationalismus, f 01, f 23, m 37, y 10, y 91, z 11, z 13, Economic history and conditions, HC10-1085, Economics as a science, HB71-74 |
| الوصف: | The Mexican beer industry in general, and advertising in particular, contained both international and national influences. The industry transitioned from significant inputs of capital, technology, and expertise by foreigners during the Porfiriato (1876-1911) to locals carrying out these functions during the Revolution (1910-1940). Advertising in the latter period had Western inspirations, as seen in descriptions of Germanic heritage and images of the Modern Girl. It also had domestic ones, such as native historical figures, contemporary rural types, and Spanish colonial architecture. Some ads even mixed iconography from abroad with that from home. The trajectory of the beer industry as well as its marketing fit in with the political, economic, and social hallmarks of these key periods in Mexican history. |
| نوع الوثيقة: | article |
| وصف الملف: | electronic resource |
| اللغة: | German English |
| تدمد: | 0075-2800 2196-6842 |
| Relation: | https://doaj.org/toc/0075-2800; https://doaj.org/toc/2196-6842 |
| DOI: | 10.1515/jbwg-2024-0006 |
| URL الوصول: | https://doaj.org/article/44ad6bc7610b476eaabd0db1feb4df39 |
| رقم الأكسشن: | edsdoj.44ad6bc7610b476eaabd0db1feb4df39 |
| قاعدة البيانات: | Directory of Open Access Journals |
Full Text Finder | تدمد: | 00752800 21966842 |
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| DOI: | 10.1515/jbwg-2024-0006 |