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

Type of resource
Author/collaborator
Title
Boire comme un homme : la masculinité dans les publicités de bière au Québec dans les années 1920
Abstract
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.
Publication
Cahiers d'histoire
Volume
Vol. 32
Issue
no. 1
Pages
99-125
Date
été 2013
Language
fr
URL
Citation
McCallum, Marc Myre. “Boire comme un homme : la masculinité dans les publicités de bière au Québec dans les années 1920.” Cahiers d’histoire Vol. 32, no. 1 (t 2013): 99–125. https://www.erudit.org/en/journals/histoire/2013-v32-n1-histoire0981/1020233ar.pdf.
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