IDEAS home Printed from https://ideas.repec.org/a/bpj/jbwige/v65y2024i1p63-100n6.html
   My bibliography  Save this article

Chicas Modernas and Chinas Poblanas: International and National Influences in the Mexican Beer Industry and its Advertisements, 1910–1940

Author

Listed:
  • Pierce Gretchen

    (Shippensburg University of Pennsylvania, 1817 Old Main Drive, Shippensburg, PA, 17257, USA)

Abstract

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.

Suggested Citation

  • Pierce Gretchen, 2024. "Chicas Modernas and Chinas Poblanas: International and National Influences in the Mexican Beer Industry and its Advertisements, 1910–1940," Jahrbuch für Wirtschaftsgeschichte / Economic History Yearbook, De Gruyter, vol. 65(1), pages 63-100, May.
    • Handle: RePEc:bpj:jbwige:v:65:y:2024:i:1:p:63-100:n:6
    DOI: 10.1515/jbwg-2024-0006
    as

    Download full text from publisher

    File URL: https://doi.org/10.1515/jbwg-2024-0006
    Download Restriction: no
    File URL: https://libkey.io/10.1515/jbwg-2024-0006?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    advertising; beer; Mexico; modernity; Modern Girl; Modern Man; nationalism; Werbung; Bier; Mexiko; Nationalismus;
    All these keywords.

    JEL classification:

    • F - International Economics
    • F - International Economics
    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
    • Y - Miscellaneous Categories
    • Y - Miscellaneous Categories
    • Z - Other Special Topics
    • Z - Other Special Topics

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bpj:jbwige:v:65:y:2024:i:1:p:63-100:n:6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.degruyter.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.