| Resumo: | This article analyzes the personal ads published in Mexico by the magazine Confidencias from 1943 to 1970 in order to identify the way in which it became a public space for encounters between those seeking love, marriage, a partner, sex or friendship. The magazine’s ads reveal the ways in which emotional needs were expressed and the discourse of romantic love was used and reproduced during the Mexican Miracle, as well as how courtship and dating were expressed in a mass publication. These personal ads challenge the idea that the moral and sexual awakening began in the sixties, revealing romantic, intimate and sexual practices outside the bounds of morality in prior decades.
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