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Plebeian Consumers Domesticating Foreign Goods
Published online by Cambridge University Press: 18 December 2024
Chapter 6 turns to the consumption of patent medicines and toiletries and their impact on the Colombian market. By following their distribution, it explores the mechanisms and strategies employed by foreign manufacturers to infiltrate the market and gain widespread attention. It also shows how producers of patent medicines were the first to introduce modern advertising techniques to Colombians. As a result of such advertising, popular sectors were gradually incorporated into the world of foreign nostrums and toiletries, embracing the ideas that these commodities promoted and enforced. In spite of this, as the chapter demonstrates, Colombian men and women still transformed and domesticated their uses and their meanings in interesting and often unpredictable ways.
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