Mensajes de modernidad en la revista Proa
Subtitle: publicidad en contenidos y pauta, 1946-1962
By: autores compiladores: Luz Mariela Gómez Amaya, María Cecilia O'Byrne Orozco, Hernando Vargas Caicedo, Manuel Sánchez García, Alfonso Arango González ; autores compilados: María Pía Fontana, Miguel Mayorga Cárdenas, Margarita Roa Rojas, Jaime Patarroyo Godoy, María Catalina Venegas Rabá, Nasif Rincón Romaite
Publisher: Universidad de los Andes, Facultad de Arquitectura y Diseño
Published: 2020
Place of publication: Bogotá, Colombia
Language: spa
Number of pages: 429
ISBN-13: 9789587749809
Subjects: Modern movement (Architecture); History; Social life and customs; Modernism (Aesthetics); Mouvement moderne (Architecture); Histoire; Modernisme (Esthétique); Manners and customs; Proa (Bogotá, Colombia)
Description: The authors analyze the journal Proa, which affects the leading role of periodicals in the Colombian architectural debate. Information of great relevance on buildings, architects and urban programs are provided, highlighting the need to analyze the advertising of architecture, not as something merely anecdotal, but as an essential component of both the relationship between architecture, city and industrial fabric and the architectural imaginary of a society. The book offers numerous contributions in aspects such as the urban history of Bogotá in the central decades of the 20th century, modern "domesticity" in the printed media, the monographic study of the main architectural offices, their business structure and the image with which architects presented their works and themselves to society. The second part constitutes a catalogue, in addition to a methodological model that can be for similar studies.

The authors analyze the journal Proa, which affects the leading role of periodicals in the Colombian architectural debate. Information of great relevance on buildings, architects and urban programs are provided, highlighting the need to analyze the advertising of architecture, not as something merely anecdotal, but as an essential component of both the relationship between architecture, city and industrial fabric and the architectural imaginary of a society. The book offers numerous contributions in aspects such as the urban history of Bogotá in the central decades of the 20th century, modern "domesticity" in the printed media, the monographic study of the main architectural offices, their business structure and the image with which architects presented their works and themselves to society. The second part constitutes a catalogue, in addition to a methodological model that can be for similar studies.
Notes: Includes bibliographical references
Table of contents: title: Los mensajes de modernidad en la revista Proa / María Cecilia O'Byrne Orozco; title: De tranquilas aldeas a animados centros fabriles comerciales: notas sobre el entornodel desarrollo y la urbanización en Colombia, 1946-1962 / Hernando Vargas Caicedo; title: Brevehistoria del urbanismo bogotano en la revista Proa, 1946-1962 / María Cecilia O'Byrne Orozco; title: De la artesanía a la industria: Cuéllar Serrano Gómez, la firma escuela, 1933-1963 / Hernando Vargas Caicedo; title: Obregón y Valenzuela, la construcción de un imaginario moderno en la revista Proa: edificios urbanos y casas unifamiliares en Bogotá, 1949-1962 / María Pía Fontana, Miguel Mayorga Cárdenas y Margarita Roa Rojas; title: El objeto de diseño doméstico y la publicidad de la revista Proa, 1946-1962 / Luz Mariela Gómez Amaya; title: Pautas publicitarias y experimentos de diseño gráfico en Proa: Carlos Martínez, el publicista / María Catalina Venegas Rabá; title: La imagen del arquitecto moderno en Colombia: el arquitecto en la publicidad de la revista Proa / Manuel Sánchez García y Alfonso Arango González; title: Diseñando experiencias interactivas para la exposición: la publicidad en la revista Proa, ideas de modernidad en Colombia, 1946-1962 / Jaime Patarrayo Godoy y Nasif Rincón Romaite; title: Carlos Martínez y su lección en Pora para dilucidar la arquitectura moderna colombiana / Lorenzo Fonseca Martínez; title: Catálogo de la publicidad en Proa: introducción / Alfonso Arango González y Manuel Sánchez García; title: Fichas de urbanizadores / introducción: Alfonso Arango González y Manuel Sánchez García ; reseñas: Hernando Vargas Caicedo; title: Fichas arquitectura: Introducción y reseñas: Alfonso Arango González y Manuel Sánchez García; title: Fichas industrias: introducción:Hernando Vargas Caicedo ; reseñas: Hernando Vargas Caicedo y María Catalina Venegas Rabá; title: Fichas consultores y constructores / introducción y reseñas: Alfonso Arango González y Manuel Sánchez García