Yankee Don't Go Home!: Mexican Nationalism, American Business Culture, and the Shaping of Modern Mexico, 1920-1950 (The Luther Hartwell Hodges Series on Business, Society, and the State)

336 Pages·2003·3.77 MB·English

by  Julio Moreno

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!
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WilliamH.Becker,editor

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!
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N’ JULIO MORENO
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E Yankee Don’t Go Home!
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re Mexican Nationalism, American Business Culture,
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TheUniversityofNorthCarolinaPress—ChapelHillandLondon

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o ©TheUniversityofNorthCarolinaPress
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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          

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Tomyfamily:
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M mother,MariaSantosLinares;

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9 brothers,AlvaroAbregoandFranciscoMoreno;
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stepfather,JoseAbrego;
andnephew,NickMoreno
Andtomyextendedfamily:
mygrandmother,MargaritaInteriano,
anduncles,VirgilioInteriano,RogelioInteriano,
IsidroInteriano,andMauroMoreno,
forassumingparentalrolesafterthetragicdeathof
myfatherwhenIwasoneyearoldandforofferinglove,
support,andguidancewhenmymotherwasforced
toleaveourvillageinCamonestoworkasamaidin
SantaAna,ElSalvador

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o Introduction 
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Mo 1 Liberalism,theState,andModernIndustrialCapitalism

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9 inPostrevolutionaryMexico 
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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 

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2.1 Coca-Colaad 
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2.4 Hormelad 
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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 

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!
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Thisbookistheproductoftheselflessactsofnumerousindividualswhopro-
E
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K vided invaluable support through the various stages of this decade-long un-
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Y dertaking. I certainly did not spend my youth on track to enter the world of
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academia.Growingupasapeasantharvestingcornandpickingcoffeeincivil
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e war–torn El Salvador, I did not even consider a life outside of agriculture an
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9 geedidnotoffermanyoptionseither.Asrecentundocumentedimmigrants,my
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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-

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