Boire comme un homme : la masculinité dans les publicités de bière au Québec dans les années 1920

The author examines beer advertising campaigns published in various Montreal newspapers and magazines in the 1920s, a post-war period marked by economic prosperity and the development of mass consumption. Among the newspapers examined are the Montreal Daily Star and the Montreal Herald. The author shows how advertising agents used the dominant debates on masculinity and femininity that circulated during this decade to embellish the image of this product and to create a link with the consumer. He also supports the assumption that gender, and more specifically the debate over masculinity, strongly influenced the construction of the different beer advertising campaigns during the 1920s ; the culture of alcohol, but especially that of beer, was a male bastion which tended to resist the integration of women and femininity.

Cahiers d'histoire

Vol. 32

no. 1

99-125

été 2013

fr