A la vanguardia de la modernización: la incipiente formación de un campo publicitario en la Argentina durante la década de 1920

Abstract

In the 1920s, there was a significant change in the evolution of com-mercial advertising in Argentina. A group of agencies began to incorporate copywriters and designers. This change led to publicists to attempt to create a professional field in which they could be considered as experts. With this aim, they even created their own magazine, called Industria. This publication shows the efforts to realize this achievement, which went in two directions: the incorporation of science to their ads and campaigns, as well as develop-ment of artistic practices with a commercial imprint on their designs.