5 3 3 f o 1 t e e h s / ! E M O H O G T ’ N O D E E K Yankee Don’t Go Home! N A Y / o n e r o M 9 9 8 6 4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 2 t e e h s / ! E M O H O G T ’ N O D The E LUTHER E K HARTWELL N A HODGES Y SERIES / o n ON e r BUSINESS, o M SOCIETY, 9 AND THE 9 8 STATE 6 WilliamH.Becker,editor 4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 3 t e e h s / ! E M O H O G T N’ JULIO MORENO O D E E Yankee Don’t Go Home! K N A Y / o n re Mexican Nationalism, American Business Culture, o M 9 9 8 and the Shaping of Modern Mexico, 1920–1950 6 TheUniversityofNorthCarolinaPress—ChapelHillandLondon 4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 4 t e e h s / ! E M O H O G T ’ N O D E E K N A Y / o ©TheUniversityofNorthCarolinaPress n e Allrightsreserved r o ManufacturedintheUnitedStatesofAmerica M 9 9 8 DesignedbyBarbaraWilliams 6 SetinITCCharterwithClarendondisplay byTsengInformationSystems,Inc. Thepaperinthisbookmeetstheguidelinesforpermanence anddurabilityoftheCommitteeonProductionGuidelinesfor BookLongevityoftheCouncilonLibraryResources. LibraryofCongressCataloging-in-PublicationData Moreno,Julio,– Yankeedon’tgohome!:Mexicannationalism,American businessculture,andtheshapingofmodernMexico, –/byJulioMoreno. p.cm.—(TheLutherHartwellHodgesseriesonbusiness, society,andthestate) Includesbibliographicalreferencesandindex. ---(cloth:alk.paper)— ---(pbk.:alk.paper) .Industrialpolicy—Mexico—History—thcentury. .Capitalism—Mexico—History—thcentury. .Consumption(Economics)—Mexico—History—th century. .Mexico—Foreignrelations—UnitedStates. .UnitedStates—Foreignrelations—Mexico. .Advertising—Mexico—History—thcentury. .Nationalism—Mexico—History—thcentury. .Mexico—Politicsandgovernment—–. .Mexico—Politicsandgovernment—–. .J.WalterThompsonCompany. .Sears,Roebuck andCompany. I.Title. II.Series. . .''—dc  cloth           paper           4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 5 t e e h s / ! E M O H O G T ’ N O D E E K N A Y / Tomyfamily: o n e myson,David;wife,Mónica; r o M mother,MariaSantosLinares; 9 9 brothers,AlvaroAbregoandFranciscoMoreno; 8 6 stepfather,JoseAbrego; andnephew,NickMoreno Andtomyextendedfamily: mygrandmother,MargaritaInteriano, anduncles,VirgilioInteriano,RogelioInteriano, IsidroInteriano,andMauroMoreno, forassumingparentalrolesafterthetragicdeathof myfatherwhenIwasoneyearoldandforofferinglove, support,andguidancewhenmymotherwasforced toleaveourvillageinCamonestoworkasamaidin SantaAna,ElSalvador 4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 6 t e e h s / ! E M O H O G T ’ N O D E E K N A Y / o n e r o M 9 9 8 6 4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 7 t e e h s / ! E M O H GO Contents T ’ N O D E E K Acknowledgments ix N A Y Abbreviations xiii / o Introduction  n e r Mo 1 Liberalism,theState,andModernIndustrialCapitalism 9 9 inPostrevolutionaryMexico  8 6 2 SpreadingtheAmericanDream:Information,Technology, andWorldWarII  3 ProphetsofCapitalism:TheGrowthofAdvertising asaProfessionandtheMakingofModernMexico  4 AdvertisingNationalIdentityandGlobalizationinthe ReconstructionofModernMexico  5 J.WalterThompsonandtheNegotiationofMexicanand AmericanValues  6 InSearchofMarkets,Diplomacy,andConsumers:Searsas aCommercialDiplomatinMexico  7 IndustrialCapitalism,Antimodernism,andConsumer CultureinsMexico  Conclusion  Notes  Bibliography  Index  4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 8 t e e h s / ! E M O H GO Illustrations T ’ N O D 2.1 Coca-Colaad  E E K 2.2 Tangeelipstickad  N A Y 2.3 Colgate-Palmolivead  / 2.4 Hormelad  o n e 3.1 cartoondepictingalocalstoreownerviolentlyexpelling r o M aprofessionaladvertisingagentfromhisstore  9 9 3.2 AnunciadoraLatinoAmericanaad  8 6 3.3 ComparisonofasadandasadforMoctezumabeer  3.4 ComparisonofasadforSanborn’sMargaritafacecream andasadforDuBarrycream  3.5 Twohosieryadsdeemedtobepoorpublicity  3.6 ‘‘CancioneroPicot’’  4.1 GeneralPopotiread  4.2 Peporangesodaad  4.3 Celanesead  4.4 Bambúchocolatead  4.5 GeneralElectricad  4.6 Coronabeerad  4.7 GeneralMotorsad  4.8 Palmolivesoapad  4.9 sadillustratingthe‘‘Mexicanizing’’ofPepsi-Cola  4.10 CerveceríaCuauhtémocad  4.11 IndustriaElectricadeMéxicoad  4.12 StreetadvertisingpromotingtheconsumptionofMexicanand Americanproducts  4.13 GeneralElectricad  4.14 AmericanBeautyironad  6.1 SearsadannouncingthegrandopeningofitsMexicoCitystore inFebruary  6.2 HeadlinedescribingSearsas‘‘theinstitutionthatconquered Mexicointhreedays’’  6.3. Searswindowdisplay  7.1 ‘‘Cuéntemesuproblema’’column  7.2. cartooninRevistadeRevistas  7.3 TampaxadvertisinginLaFamilia  4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T 5 3 3 f o 9 t e e h s / ! E M O H GO Acknowledgments T ’ N O D Thisbookistheproductoftheselflessactsofnumerousindividualswhopro- E E K vided invaluable support through the various stages of this decade-long un- N A Y dertaking. I certainly did not spend my youth on track to enter the world of / academia.Growingupasapeasantharvestingcornandpickingcoffeeincivil o n e war–torn El Salvador, I did not even consider a life outside of agriculture an r o M option. My situation after arriving in the United States as a Salvadoran refu- 9 9 geedidnotoffermanyoptionseither.Asrecentundocumentedimmigrants,my 8 6 brother Francisco and I had to work full time at the Farwest Wood Factory at theagesoffourteenandfifteeninordertocontributetothefamilyincome.Al- thoughacademicachievementwasapriorityinmyfamily,spendinglatenights and early-morning hours making bed frames at Farwest, and later, cleaning officesattheSearsRegionalDivisionBuildinginLosAngeles,madeitseemlike animpossibletask.Itwasonlywiththehelpofcaringfamily,friends,mentors, andteachersthat,againstsuchodds,Iwasabletoachievemyacademicgoals andcompletethisbook. IoweheartfeltthankstoStevenTopikattheUniversityofCaliforniainIrvine for his guidance, support, and mentorship throughout graduate school. Steve providedconstructivefeedbackandencouragementfromthefirstdraftofthe book to the finished product. I appreciate his dedication and commitment. I amalsogratefultoHeidiTinsman,who,alongwithSteve,providedextensive feedback.Heidisuppliedamuch-neededacademicandmoralboostinthelast stagesofpreparingthebook.JaimeRodriguezcompletedthepuzzlebyintro- ducingmetodifferentaspectsofacademia.IthankhimforinsistingthatIlink a study of American business in s Mexico to specific historical processes withinMexicansocietydatingbacktotheearlynineteenthcentury.Iam also indebted to Roland Marchand, Sandra Kuntz Ficker, Linda Hall, Anne Ruben- stein, and Emily Rosenberg for their interest and support. Roland Marchand wasparticularlyhelpfulintheearlystagesofmyresearch,beforehetragically passedawayin.IamgratefultohimforintroducingmetotheSearsAr- chivesandtheHartmanCenterforSales,Advertising,andMarketingResearch atDukeUniversity.Hisencouragement,friendship,andsupportcontributedto thecompletionofthiswork. I would not have finished this book without the support of colleagues, the Irvine Scholar Foundation, the Faculty Development Fund, and the School of ArtsandSciencesattheUniversityofSanFrancisco.Anencouragingenviron- 4 0 : 8 0 6 . 8 . 3 0 0 2 g n e s T