A la vanguardia de la modernización: la incipiente formación de un campo publicitario en la Argentina durante la década de 1920

En la decada de 1920, se produjo un cambio significativo en la evolucion de la publicidad comercial en la Argentina. Un grupo de agencias publicitarias comenzo a incorporar redactores (copywriters) y disenadores. Este cambio llevo a que los publicitarios intentaran crear un campo profesional de expertos y crearan una revista propia, llamada Industria. En la misma se pueden observar los esfuerzos para concretar ese logro, que se dirigieron en dos direcciones: la incorporacion de la ciencia a sus anuncios y campanas, asi como un desarrollo de las practicas artisticas con una impronta mas comercial en sus disenos. Palabras Clave:  Argentina, publicidad, siglo XX, agencias de publicidad, ciencia y diseno. Abstract In the 1920s, there was a significant change in the evolution of commercial advertising in Argentina. A group of agencies began to incorporate copywriters and designers. This change led to publicists to attempt to create a professional field in which they could be considered as experts. With this aim, they even created their own magazine, called Industria. This publication shows the efforts to realize this achievement, which went in two directions: the incorporation of science to their ads and campaigns, as well as development of artistic practices with a commercial imprint on their designs. Keywords: Argentina, advertising, twentieth century, advertising agencies, science and advertising design.