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South America: Where Sights are SIGHTS!

 
Accession number AR.EP.MG.0637
Creator
Places
Machupicchu (Cuzco [Peru])
Cuzco (Peru)
Peru
Date
1963
Measurements
7.75 x 11 inches
Materials/Techniques
colorized photograph
Work types
magazine

Description

TRANSCRIPTION

South America: where sights are SIGHTS! 

An explorer's dream: historic Machu Picchu—city on a Peruvian mountaintop, sanctuary of ancient Inca rulers [photo]

Machu Picchu is just one of those sights. South America has thousands more to excite your eye, ignite your imagination. And South America has exciting things to do. Go hunting for bargains or jaguars. Go mountain-climbing in the afternoon, night-clubbing after dark. Go shopping for alligator bags, nutria furs, antique silver, precious and semi-precious stones, all at unbelievably low prices! The only way to see South America is to see it all. And the only airline system that can fly you completely 'round South America is Pan Am - Panagra. You can see the entire continent—including Rio, Lima and many other cities—on a round trip ticket to Buenos Aires. As little as $630*, Jet economy fare from New York. Or leave from one of 7 other U.S. cities. Call your travel agent or Pan American.

Both coasts for the price of one! Go one way, return the other on Pan Am - Panagra.

Panagra - Pan Am
Pan American-Grace Airways - Pan American Airways

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.0637
Creator
Places
Machupicchu (Cuzco [Peru])
Cuzco (Peru)
Peru
Date
1963
Measurements
7.75 x 11 inches
Materials/Techniques
colorized photograph
Work types
magazine

Index Terms

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