Chicas chic: representación del cuerpo femenino en las revistas modernistas ecuatorianas (1917-1930)

Abstract

This paper discusses how, between 1917 and 1930, a new ideal of women was inscribed in Ecuador through advertisements in modernist magazines ads. The ads shows beautiful, elegant, seductive women, and thin, slender bodies promoting work and entertainment. Although they challenge traditional roles and generate a certain tension between the public and the private, the female body continues to be the object of the dominant imagination, this time governed by market norms.