{"id":319,"date":"2011-10-21T17:17:00","date_gmt":"2011-10-21T16:17:00","guid":{"rendered":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/?p=319"},"modified":"2011-12-09T02:17:09","modified_gmt":"2011-12-09T01:17:09","slug":"ladar-dodero-alfa-imagen-de-la-modernidad","status":"publish","type":"post","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/ladar-dodero-alfa-imagen-de-la-modernidad\/","title":{"rendered":"LADAR (Dodero \/ ALFA): Imagen de la modernidad"},"content":{"rendered":"<figure style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/10\/moderni5.jpg?w=1140\"><figcaption class=\"wp-caption-text\">Anuncio aparecido en la <em>Revista de informaciones Aeron\u00e1uticas<\/em> (antecesora de <em>Aeroespacio<\/em>) en su edici\u00f3n de junio de 1947 (imagen: Archivo Pablo Luciano Potenze).<\/figcaption><\/figure>\n<p align=\"justify\">Uno de los primeros temas que trat\u00f3 la publicidad aerocomercial fue el de la modernidad. El avi\u00f3n era un elemento que produc\u00eda una ruptura demasiado grande con todo lo conocido en materia de transporte, y ese cambio fue recogido con mayor o menor calidad por diversos dise\u00f1adores, que lo explotaron en dos variantes distintas, el contraste con lo antiguo y la asimilaci\u00f3n con las grandes novedades del momento.  <\/p>\n<p align=\"justify\">En el primer grupo se destacan una importante serie de avisos en los que se ven aviones y buques de velas, y en el segundo es notable la b\u00fasqueda de una relaci\u00f3n con la moda y la arquitectura. En ambas vertientes la tendencia se mantuvo en el tiempo, y en el segundo caso es interesante que tambi\u00e9n muchos productos y servicios buscaron mostrarse junto a aviones para incorporar el aura de modernidad que \u00e9stos difund\u00edan.  <\/p>\n<p align=\"justify\">El transporte a\u00e9reo \u201cmasivo\u201d llego a la Argentina en coincidencia con el fin de la Segunda Guerra Mundial y la llegada del peronismo, un gobierno que se defini\u00f3 a s\u00ed mismo como una revoluci\u00f3n, y que puso gran hincapi\u00e9 en la promoci\u00f3n social.  <\/p>\n<p align=\"justify\">La uni\u00f3n de la idea de la modernidad con el futuro de la clase obrera aparece en varias publicidades pol\u00edticas del peronismo, pero no es habitual encontrarla en avisos de las aerol\u00edneas del momento, que por lo general apuntaron a la clase media.  <\/p>\n<p align=\"justify\">La publicidad que traemos hoy es un ejemplo de que hubo excepciones. LADAR (L\u00edneas A\u00e9reas Dodero S.A. de Agencias y Representaciones, una de las ramas del grupo Dodero que controlaba a la sociedad mixta de aviaci\u00f3n ALFA, Aviaci\u00f3n del Litoral Fluvial Argentino) aprovech\u00f3 la imagen tradicional del hachero del litoral (la zona a la que volaba) y mostr\u00f3 al hombre mirando al futuro, que no era otro que el avi\u00f3n.  <\/p>\n<p align=\"justify\">En el fondo, esta imagen se encuadra en uno de los <em>leit motivs<\/em> de la publicidad aerocomercial de los primeros tiempos (1920\/30), en los que se presentaba al avi\u00f3n como una irrupci\u00f3n de la modernidad frente a un mundo que se mostraba como del pasado.  <\/p>\n<figure style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/10\/moderni3.jpg?w=1140\"><figcaption class=\"wp-caption-text\">Un Sandringham en el ex Puerto de Posadas, plantea de otro modo el contraste entre la tradici\u00f3n y la modernidad del momento (foto: V\u00eda V\u00edctor Jos\u00e9 Torres).<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p style=\"text-align:justify\"> En innumerables ocasiones se ha mostrado a la aviaci\u00f3n como cosa novedosa y futurista, asociada tambi\u00e9n a la exclusividad  y la buena vida. LADAR no siempre lo entendi\u00f3 as\u00ed, y aprovech\u00f3 la imagen tradicional del hachero del litoral (la zona a la que volaba) y mostr\u00f3 al hombre mirando al futuro, que no era otro que el avi\u00f3n.<\/p>\n","protected":false},"author":3,"featured_media":766,"comment_status":"closed","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-319","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>LADAR (Dodero \/ ALFA): Imagen de la modernidad - Gaceta Aeronautica<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/ladar-dodero-alfa-imagen-de-la-modernidad\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LADAR (Dodero \/ ALFA): Imagen de la modernidad - Gaceta Aeronautica\" \/>\n<meta property=\"og:description\" content=\"En innumerables ocasiones se ha mostrado a la aviaci\u00f3n como cosa novedosa y futurista, asociada tambi\u00e9n a la exclusividad y la buena vida. LADAR no siempre lo entendi\u00f3 as\u00ed, y aprovech\u00f3 la imagen tradicional del hachero del litoral (la zona a la que volaba) y mostr\u00f3 al hombre mirando al futuro, que no era otro que el avi\u00f3n.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/ladar-dodero-alfa-imagen-de-la-modernidad\/\" \/>\n<meta property=\"og:site_name\" content=\"Gaceta Aeronautica\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Gaceta-Aeronautica-116866231657967\/\" \/>\n<meta property=\"article:published_time\" content=\"2011-10-21T16:17:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2011-12-09T01:17:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2011\/12\/moderni0.jpg?fit=620%2C469&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"620\" \/>\n\t<meta property=\"og:image:height\" content=\"469\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pablo Luciano Potenze\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@gacetaeronautic\" \/>\n<meta name=\"twitter:site\" content=\"@gacetaeronautic\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pablo Luciano Potenze\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/ladar-dodero-alfa-imagen-de-la-modernidad\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/ladar-dodero-alfa-imagen-de-la-modernidad\\\/\"},\"author\":{\"name\":\"Pablo Luciano Potenze\",\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/#\\\/schema\\\/person\\\/d8199b178418aa4d0541dc5650dc0162\"},\"headline\":\"LADAR (Dodero \\\/ ALFA): Imagen de la modernidad\",\"datePublished\":\"2011-10-21T16:17:00+00:00\",\"dateModified\":\"2011-12-09T01:17:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/ladar-dodero-alfa-imagen-de-la-modernidad\\\/\"},\"wordCount\":440,\"publisher\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/ladar-dodero-alfa-imagen-de-la-modernidad\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/wp-content\\\/uploads\\\/2011\\\/12\\\/moderni0.jpg?fit=620%2C469&ssl=1\",\"keywords\":[\"Entre L\u00edneas\"],\"articleSection\":[\"Transporte aerocomercial\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/ladar-dodero-alfa-imagen-de-la-modernidad\\\/\",\"url\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/ladar-dodero-alfa-imagen-de-la-modernidad\\\/\",\"name\":\"LADAR (Dodero \\\/ ALFA): Imagen de la modernidad - 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