Gender and Consumption in Porfirian Mexico Images of Women in Advertising, El Imparcial, 18971910 Nichole Sanders As the Porfirian gente decente read their newspapers, they would be bombarded with advertisements for all types of products: "Wife! Your husband will soon lose affection for a nervous, bad humored, sick wife, who, far from being a companion in the home is a weighty load. Try our infallible remedy for all of the irregularities of women. `Femenina.' It's as valuable for young women in puberty as the woman who is entering the critical period of life."1 Along with promising women relief from physical maladies, "Femenina" offered the following caution: in order to have a fulfilling marriage and home life a woman needed to be pleasant and congenial. Products such as "Femenina" were marketed to men and women concerned with "order and progress," during a period when the Mexican government sought to modernize their country. Ads for this product, and others like it, show the ambivalent and often contradictory attitudes Porfirian gente decente held surrounding women's involvement in this project. Women were to take an active role and use modern, scientific remedies to cure their ills and help their families, while remaining
Frontiers: A Journal of Women Studies – University of Nebraska Press
Published: Apr 12, 2017
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