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title

Capture the City Pizarro Couldn't!

 
Accession number AR.EP.MG.0635
Creator
Places
Machupicchu (Cuzco [Peru])
Cuzco (Peru)
Peru
Date
1965
Measurements
8 x 11 inches
Materials/Techniques
colorized photograph
Work types
magazine

Description

TRANSCRIPTION

You've taken your fill of the Acropolis; you've stormed the seven hills of Rome. Now...Capture the city Pizarro couldn't!

Machu Picchu, sacred city of the Incas, is high in the Peruvian Andes. Built in pre-Inca days, its origins are shrouded in mystery. It is a very special place....

Fly Panagra / World's Friendliest Airline

EXHIBITION

Encountering Ancient America: Machu Picchu in Popular Culture, 1911-1965 
February-April 2018

Panagra (Pan American-Grace Airways) was a division of Pan American World Airways, operating throughout Latin America from Panama to Buenos Aires. In the 1950s and ‘60s, Machu Picchu became the poster location for much of Panagra’s advertising. Middle-class Americans, the primary audience for Panagra’s ad campaigns, were shown a ruin that was mysterious, ancient, but most importantly – accessible. The rugged aesthetic of previous depictions gave way to a more approachable, tamed Machu Picchu.

The 1960s saw the crystallization of the now iconic image of Machu Picchu, with vegetation-cleared ruins in the shadow of Huayna Picchu. Advertising appealed to colonialist tropes of conquest and “unspoiled” ruins, while simultaneously drawing comparisons between Machu Picchu and sites of classical antiquity in the Old World.

Collection

Ephemera Collection
 

Repository

Dumbarton Oaks Archives, 054.SUZ.02.PCbox.096
Dumbarton Oaks, Washington, DC
Accession number AR.EP.MG.0635
Creator
Places
Machupicchu (Cuzco [Peru])
Cuzco (Peru)
Peru
Date
1965
Measurements
8 x 11 inches
Materials/Techniques
colorized photograph
Work types
magazine

Index Terms

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