{"id":22845,"date":"2017-07-31T17:00:00","date_gmt":"2017-07-31T15:00:00","guid":{"rendered":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/?p=22845"},"modified":"2017-07-04T18:50:53","modified_gmt":"2017-07-04T16:50:53","slug":"panagra-braniff-quien","status":"publish","type":"post","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/","title":{"rendered":"Panagra y Braniff: \u00bfQui\u00e9n&#8230; Yo?"},"content":{"rendered":"<figure id=\"attachment_22849\" aria-describedby=\"caption-attachment-22849\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22849\" data-permalink=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/branif1\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif1.jpg?fit=650%2C885&amp;ssl=1\" data-orig-size=\"650,885\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;i&gt;La Prensa&lt;\/i&gt;, 16 de febrero de 1962.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif1.jpg?fit=650%2C885&amp;ssl=1\" class=\"size-full wp-image-22849\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif1.jpg?resize=650%2C885\" alt=\"\" width=\"650\" height=\"885\" srcset=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif1.jpg?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif1.jpg?resize=220%2C300&amp;ssl=1 220w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif1.jpg?resize=316%2C430&amp;ssl=1 316w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-22849\" class=\"wp-caption-text\"><i>La Prensa<\/i>, 16 de febrero de 1962.<\/figcaption><\/figure>\n<p>Uno de los temas recurrentes de la publicidad de las l\u00edneas a\u00e9reas es la b\u00fasqueda de nuevos pasajeros, gente que nunca vol\u00f3 a la que hay que convencer de que puede hacerlo.<\/p>\n<p>Los avisos que mostramos hoy muestran la continuidad de Panagra y Braniff en este sentido. Entre el primero y el \u00faltimo hay casi veinte a\u00f1os.<\/p>\n<p>Qui\u00e9n\u2026 Yo? fue una campa\u00f1a que dur\u00f3 algo menos de un a\u00f1o, en 1962. La idea central fue mostrar gente com\u00fan, en sus tareas habituales, sorprendida de que se les proponga el viaje, llev\u00e1ndola al cl\u00e1sico \u00bfC\u00f3mo no se me ocurri\u00f3<\/p>\n<figure id=\"attachment_22851\" aria-describedby=\"caption-attachment-22851\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22851\" data-permalink=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/branif2\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif2.jpg?fit=650%2C916&amp;ssl=1\" data-orig-size=\"650,916\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;i&gt;La Prensa&lt;\/i&gt;, 18 de abril de 1962.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif2.jpg?fit=650%2C916&amp;ssl=1\" class=\"size-full wp-image-22851\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif2.jpg?resize=650%2C916\" alt=\"\" width=\"650\" height=\"916\" srcset=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif2.jpg?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif2.jpg?resize=213%2C300&amp;ssl=1 213w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif2.jpg?resize=305%2C430&amp;ssl=1 305w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-22851\" class=\"wp-caption-text\"><i>La Prensa<\/i>, 18 de abril de 1962.<\/figcaption><\/figure>\n<p>As\u00ed se mostraron un peluquero afeitando a un cliente, una nurse dando una mamadera, un ama de casa sirviendo un caf\u00e9 a su marido, una maestra dando clase y una oficinista trabajando con lo que entonces era una s\u00faper moderna m\u00e1quina de escribir el\u00e9ctrica.<\/p>\n<p>En todos los casos la composici\u00f3n es la misma, el personaje parece totalmente asombrado de la propuesta, como lo estar\u00eda el destinatario del aviso, y casi siempre hay otro personaje en el cuadro que est\u00e1 totalmente fuera del di\u00e1logo, en actitud pasiva.<\/p>\n<figure id=\"attachment_22852\" aria-describedby=\"caption-attachment-22852\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22852\" data-permalink=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/branif3\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif3.jpg?fit=650%2C906&amp;ssl=1\" data-orig-size=\"650,906\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;i&gt;La Prensa&lt;\/i&gt;, 4 de julio de 1962.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif3.jpg?fit=650%2C906&amp;ssl=1\" class=\"size-full wp-image-22852\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif3.jpg?resize=650%2C906\" alt=\"\" width=\"650\" height=\"906\" srcset=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif3.jpg?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif3.jpg?resize=215%2C300&amp;ssl=1 215w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif3.jpg?resize=308%2C430&amp;ssl=1 308w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-22852\" class=\"wp-caption-text\"><i>La Prensa<\/i>, 4 de julio de 1962.<\/figcaption><\/figure>\n<p>Y el mensaje escrito tambi\u00e9n apunta a qui\u00e9n nunca se lo plante\u00f3. Empieza con la respuesta inesperada: S\u00ed, usted, \u00bfPor qu\u00e9 no? Y sigue con \u201ctal como lo hicieron otras personas, dec\u00eddase usted tambi\u00e9n a conocer Estados Unidos\u2026\u201d El secreto de la oferta est\u00e1 en la venta de pasajes a cr\u00e9dito.<\/p>\n<p>Diez a\u00f1os despu\u00e9s, en 1972, cuando Braniff ya hab\u00eda comprado Panagra, se repiti\u00f3 el argumento, aunque de otro modo. La frase principal ahora era \u201cno nos mire desde abajo\u201d, y las im\u00e1genes eran de rostros mirando hacia arriba, totalmente descontextualizados, porque no hab\u00eda ning\u00fan fondo.<\/p>\n<figure id=\"attachment_22853\" aria-describedby=\"caption-attachment-22853\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22853\" data-permalink=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/branif5\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif5.jpg?fit=650%2C929&amp;ssl=1\" data-orig-size=\"650,929\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;i&gt;La Prensa&lt;\/i&gt;, 17 de abril de 1972.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif5.jpg?fit=650%2C929&amp;ssl=1\" class=\"size-full wp-image-22853\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif5.jpg?resize=650%2C929\" alt=\"\" width=\"650\" height=\"929\" srcset=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif5.jpg?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif5.jpg?resize=210%2C300&amp;ssl=1 210w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif5.jpg?resize=301%2C430&amp;ssl=1 301w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-22853\" class=\"wp-caption-text\"><i>La Prensa<\/i>, 17 de abril de 1972.<\/figcaption><\/figure>\n<p>El texto inclu\u00eda un mensaje muy directo: \u201cvolar es bien f\u00e1cil. S\u00f3lo hay que tener ganas.\u201d Lo que se completaba, como en el caso anterior, destacando la financiaci\u00f3n que ofrec\u00eda la empresa, con un peque\u00f1o anticipo y veinticuatro cuotas sin complicaciones burocr\u00e1ticas.<\/p>\n<p>Esta campa\u00f1a, que tambi\u00e9n fue breve, incluy\u00f3 otras im\u00e1genes, todas con la misma composici\u00f3n.<\/p>\n<figure id=\"attachment_22855\" aria-describedby=\"caption-attachment-22855\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22855\" data-permalink=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/branif6\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif6.jpg?fit=650%2C935&amp;ssl=1\" data-orig-size=\"650,935\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;i&gt;La Naci\u00f3n&lt;\/i&gt;, 5 de mayo de 1972.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif6.jpg?fit=650%2C935&amp;ssl=1\" class=\"size-full wp-image-22855\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif6.jpg?resize=650%2C935\" alt=\"\" width=\"650\" height=\"935\" srcset=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif6.jpg?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif6.jpg?resize=209%2C300&amp;ssl=1 209w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif6.jpg?resize=299%2C430&amp;ssl=1 299w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-22855\" class=\"wp-caption-text\"><i>La Naci\u00f3n<\/i>, 5 de mayo de 1972.<\/figcaption><\/figure>\n<p>El tema de los nuevos pasajeros volvi\u00f3 con toda la furia en agosto de 1979, pero esta vez el planteo fue distinto porque vino del brazo de un plan de ahorro previo, un recurso comercial bastante usual en el pa\u00eds, que viv\u00eda uno de sus tantos ciclos de alta inflaci\u00f3n e inestabilidad monetaria. Hubo un gran despliegue publicitario que, adem\u00e1s, busc\u00f3 acompa\u00f1ar el gran crecimiento que Braniff estaba llevando adelante en todo el mundo<\/p>\n<figure id=\"attachment_22856\" aria-describedby=\"caption-attachment-22856\" style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" data-attachment-id=\"22856\" data-permalink=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/panagra-braniff-quien\/branif7\/\" data-orig-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif7.jpg?fit=650%2C911&amp;ssl=1\" data-orig-size=\"650,911\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;i&gt;La Naci\u00f3n&lt;\/i&gt;, 14 de junio de 1980.&lt;\/p&gt;\n\" data-large-file=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif7.jpg?fit=650%2C911&amp;ssl=1\" class=\"size-full wp-image-22856\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif7.jpg?resize=650%2C911\" alt=\"\" width=\"650\" height=\"911\" srcset=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif7.jpg?w=650&amp;ssl=1 650w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif7.jpg?resize=214%2C300&amp;ssl=1 214w, https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2017\/07\/branif7.jpg?resize=307%2C430&amp;ssl=1 307w\" sizes=\"auto, (max-width: 650px) 100vw, 650px\" \/><figcaption id=\"caption-attachment-22856\" class=\"wp-caption-text\"><i>La Naci\u00f3n<\/i>, 14 de junio de 1980.<\/figcaption><\/figure>\n<p>En Argentina se vendieron pasajes, pero Braniff entr\u00f3 en una espiral sin salida, que la llev\u00f3 a cancelar sus operaciones en mayo de 1982.<\/p>\n<hr \/>\n","protected":false},"excerpt":{"rendered":"<p>Uno de los temas recurrentes de la publicidad de las l\u00edneas a\u00e9reas es la b\u00fasqueda de nuevos pasajeros, gente que nunca vol\u00f3 a la que hay que convencer de que puede hacerlo. Ha habido muchas campa\u00f1as en este sentido, y muchos argumentos. En la medida en que el precio es lo que m\u00e1s aleja a la gente com\u00fan del avi\u00f3n, por lo general los planes de financiaci\u00f3n han estado vinculados a estas campa\u00f1as.<\/p>\n","protected":false},"author":3,"featured_media":22847,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[18],"class_list":["post-22845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transporte","tag-entre-lineas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Panagra y Braniff: \u00bfQui\u00e9n... 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