La cultura impresa en los avisos publicitarios de la prensa gráfica en la Argentina durante el siglo XX: Alcances y proyecciones (PRIG 2016-2018).

At the beginning of the 20th century, there were emerged democratizing projects of book access emerging, accompanied by processes of urbanization and schooling that signed and shaped the "future readers". In the construction of book history, edition and reading in Argentina, a series of researches are bringing new approaches and reflections, which makes it possible to study how, when, why of the uses of the book and the modes of reading, as well as the circumstances and strategies deployed by the editorial activity, the author/publisher relationship, the marketing, the profile of the readers and the practices that allowed the appropriation of the print culture. Taking this as a starting point the project The print culture in advertisements of the printing press in Argentina during the twentieth century. Scopes and projections seeks to inquire about some of the many reasons men and women have read, looking at advertising notices and booklets in book's marketing. [ABSTRACT FROM AUTHOR]