Advertising suburbanization in Mexico City - El Pedregal press campaign (1948-65) and television programme (1953-54)

摘要

This paper studies the publicity sponsored by the management of El Pedregal, a vast garden suburb south of Mexico City that, privately designed, began construction in 1947. The commercialization of a suburban proposal for a population that was not accustomed to low density patterns of settlement proved difficult. In order to overcome the public's initial reluctance towards suburban living, the promoters of El Pedregal paid for a 17 year long press campaign of advertisements, and for two year long television campaign consisting of a weekly prime-time television program dedicated monographically to the subdivision. Both the ads and the TV scripts exemplify the propaganda techniques with which the private economic forces behind processes of suburbanization profoundly changed the set of popularly accepted urban models for Latin American Cities.