Materiality and Visuality of Literature in an Argentine Advertising Campaign (1917)

Abstract

The objective of this article is to investigate multiple intersections between literature, visuality and wide circulation in a literary and advertising iconotext that circulated in three of the main newspapers in Argentina in 1917. Based on a theoretical framework coming from the studies on Visual culture, the Cultural history of the press and Bibliology, the relationship between literature and the materiality and visuality of the page is analyzed within the framework of an advertising campaign. The article focuses on three issues, the first is the relationship between literature and image; The second is the implications of the intersections between text, materiality and visuality for literature and for newspaper readers; The third question is about the practices that these links could generate in the reading public.