The Ancient Egypt as a Historical Artifact

Fantasies and Social Distinction in the Buenos Aires Press Advertisements in the Early 20th Century

Abstract

This paper analyzes the advertisements that portrayed Ancient Egypt in the Buenos Aires press at the turn of the century. The pharaonic world was represented as a space full of mysticism, architectural monumentality and feminine sensuality. The massive press allowed a widely dissemination of this images, that converge with social values ​​and anxieties that emerged in the modernization process.  The social hierarchies were present in these ads: the use of these products or services not only transported to ancient Egypt, but also ensured the distinction of that consumer. Thus, in Buenos Aires at the beginning of the 20th century, Ancient Egypt functioned as a historical artifact: by evoking it, a number of exotic images were present and converged with local values.