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Comunicar Journal 20: Guidance and Mass Media (Vol. 10 - 2003)
Advertising in Argentina: changes in the ways to represent and think about public school
Viviana Minzi
Advertising does not only sell goods or services. Its messages fit in with the social discourses that shape the vision of today´s world. Thus, it is challenging to investigate the tensions and contacts between pedagogical and publicity discourses on school, childhood and knowledge in the most critical moment of public education in Argentina, to find out how publicity messages legitimate or dicuss the traditional vision of child and school emerged in Argentina in the first half of the XXth century.
Keywords
Discourse, publicity, market, school, childhood