Bayer: Modernización y cosmopolitismo contra los salteadores de la salud

Following Adorno and Horkheimer, advertising is the elixir of capitalism, in other words, analyzing the advertising industry and its discourse is crucial to understand how economic forces, social imageries, cultural identities and material culture converge. In the threshold of the 20th century, Baye...

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Main Author: Fonseca González, Vanessa
Format: Artículo
Language: Español
Published: 2021
Subjects:
Online Access: https://revistascientificas.us.es/index.php/RiHC/article/view/12032
http://hdl.handle.net/10669/82664
Summary: Following Adorno and Horkheimer, advertising is the elixir of capitalism, in other words, analyzing the advertising industry and its discourse is crucial to understand how economic forces, social imageries, cultural identities and material culture converge. In the threshold of the 20th century, Bayer appears among the brands advertised at Diario de Costa Rica. However, these advertisements outstand due to their ellaborate illustrations and storytelling that depict a sofisticated, cosmopolitan modern ethos. Beside the traditional ads promoting the use of aspirin as the epitome of modern science, Bayer published additional ads advicing consumers against non authorized or fake « me too » products, mimiquing the original Bayer formula and, consequently, threatening consumers health and wellbeing. This article analyzes a series of 1920’s Bayer ads published at Diario de Costa Rica and establishes a dialogue among other contemporary « miracle product » brands from various origins. Discourse analysis and visual studies help to understand the corpus selected as multimodal texts and theories on consumer and material culture contribute to study how advertising naturalizes the modern consumer ethos while branded trustworthy products promise not only health improvements, but sophistication and cosmopolitism.