Abstract

With the emergence of mass society in Argentina, new scenarios for the paper industry were prospected. Parallel to the radio boom, several publications appeared, aimed at satisfying the tastes of a wide and growing readership. In this context the birth of Radiolandia is placed, that is a weekly magazine aimed at the female audience which, in addition to informing about radio, theater and later cinema programming, included a rich range of advertisements. Based on a documentary corpus composed of advertisements published between the 1940s and 1950s, we have studied the advertising discourse of the magazine from a gender perspective, observing the role of language in the construction of stereotypes and in the assignment of roles