Conclusion

Throughout the twentieth century, the target audience of yerba mate advertisements evolved with a changing demographic in Argentine mass consumerism. Before the Peronist era, working class members of Argentinian society could not afford to purchase much other than necessities (Milanesio 20). However, beneficial policy reform aimed toward the working class halfway through the twentieth century meant that lower socioeconomic sectors could purchase quality goods for the first time (Milanesio 22). This sparked a change in the world of advertising as copywriters shifted away from modernity and comfort and toward inclusivity and distinct national identity to appeal to these new consumers (Milanesio 71). This shift is depicted in Argentinian yerba mate advertisements. Early twentieth century advertisements feature elite characters in modern settings while post-Peronist advertisements feature themes of nationalism with casual characters. 

These changing themes along with changing styles and techniques clearly reveal a changing target audience in Argentine yerba mate advertisements between the early and later twentieth century. The result was a simultaneous change in the way that gender roles were portrayed. This is particularly significant because continued subversion and objectification of women still exists in advertisements today in Argentina and all over the world.