Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising
This article examines the biopolitical iconography of cement through Cruz Azuland Tolteca advertisements from the 1930s. Despite their artistic differences,the designers for both brands codified the biopolitical power of cement throughthe concept of the standardization of modern urbanism. This repre...
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Facultad de Arquitectura, Universidad Nacional Autónoma de México
2020
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| Online dostop: | https://www.revistas.unam.mx/index.php/bitacora/article/view/72887 |
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oai:ojs.pkp.sfu.ca:article-728872021-01-28T18:24:17Z Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising Cruz Azul y Tolteca. Estandarización y biopolítica del cemento en la publicidad posrevolucionaria Hernandez Flores, Fabiola cement standardization biopolitics functionalism advertising cemento estandarización biopolítica funcionalismo publicidad This article examines the biopolitical iconography of cement through Cruz Azuland Tolteca advertisements from the 1930s. Despite their artistic differences,the designers for both brands codified the biopolitical power of cement throughthe concept of the standardization of modern urbanism. This representationmade cement a material capable of uniting the physical and ideological constructionof buildings, cities, environments and the bodies of citizens. This visualdiscourse is analyzed with a focus on urban standardization and the democraticconsumption of cement. El artículo examina la iconografía biopolítica del cemento en la publicidad de las empresas Cruz Azul y Tolteca durante la primera mitad de la década de 1930. A pesar de las diferencias plásticas, los diseñadores de ambas marcas codificaron el poder biopolítico del cemento con fundamento en el concepto de estandarización del urbanismo moderno.La representación hizo del cemento un material capaz de unificar la constitución física e ideológica de edificios, ciudad, ambiente y cuerpos de los ciudadanos. Este discurso visual se analiza a partir de la estandarización urbana y el consumo democrático del cemento. Facultad de Arquitectura, Universidad Nacional Autónoma de México 2020-03-20 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Investigación application/pdf application/xml https://www.revistas.unam.mx/index.php/bitacora/article/view/72887 10.22201/fa.14058901p.2019.42.72887 Bitacora Arquitectura; No. 42 (2019): Drawing and Architecture; 04-15 Bitácora Arquitectura; Núm. 42 (2019): Dibujo y arquitectura; 04-15 2594-0856 1405-8901 10.22201/fa.14058901p.2019.42 spa https://www.revistas.unam.mx/index.php/bitacora/article/view/72887/66648 https://www.revistas.unam.mx/index.php/bitacora/article/view/72887/67548 Derechos de autor 2020 Bitácora Arquitectura |
| institution |
Universidad Nacional Autónoma de México |
| collection |
OJS |
| language |
spa |
| format |
Online |
| author |
Hernandez Flores, Fabiola |
| spellingShingle |
Hernandez Flores, Fabiola Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising |
| author_facet |
Hernandez Flores, Fabiola |
| author_sort |
Hernandez Flores, Fabiola |
| title |
Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising |
| title_short |
Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising |
| title_full |
Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising |
| title_fullStr |
Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising |
| title_full_unstemmed |
Cruz Azul and Tolteca: Cement Standardization and Biopolitics in Post-Revolutionary Advertising |
| title_sort |
cruz azul and tolteca: cement standardization and biopolitics in post-revolutionary advertising |
| description |
This article examines the biopolitical iconography of cement through Cruz Azuland Tolteca advertisements from the 1930s. Despite their artistic differences,the designers for both brands codified the biopolitical power of cement throughthe concept of the standardization of modern urbanism. This representationmade cement a material capable of uniting the physical and ideological constructionof buildings, cities, environments and the bodies of citizens. This visualdiscourse is analyzed with a focus on urban standardization and the democraticconsumption of cement. |
| publisher |
Facultad de Arquitectura, Universidad Nacional Autónoma de México |
| publishDate |
2020 |
| url |
https://www.revistas.unam.mx/index.php/bitacora/article/view/72887 |
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