# Capitalismo del Pueblo: a 1957 Guatemala poster for People's Capitalism A Spanish-language poster, No. 62, signed R. G. Goyri and filed with U.S. Information Agency posters, catalog date 3 June 1957. It advertises a free "Capitalismo del Pueblo" (People's Capitalism) exhibition at the Gimnasio Olimpico, 4 to 19 May, with a worker holding up a house and a family (NAID 6948885). - Home - Archive - Capitalismo del Pueblo: a 1957 Guatemala poster for People's Capitalism People's Capitalism exhibition poster, No. 62 (Spanish, USIS Guatemala) Capitalismo del Pueblo: a 1957 Guatemala poster for People's Capitalism 1957 Spanish poster for a free People's Capitalism exhibition at the Gimnasio Olimpico, Guatemala, signed R. G. Goyri. NARA RG 306, NAID 6948885. ## Techniques named on the archive record Glittering generalitiesPlain folks DateJune 3, 1957Made byU.S. Information Agency (USIS post), Propaganda Posters Distributed in Asia, Latin America and the Middle East series; artist signed R. G. GoyriMediumPosterCountryUnited StatesRegimeEisenhower AdministrationNARANAID 6948885; Record Group 306SourceUnidentified Source blurred: contractors, cutouts, buried disclosureSourceU.S. National Archives (NARA), RG 306, Propaganda Posters Distributed in Asia, Latin America and the Middle East , retrieved October 4, 2026SourcePublic domain (U.S. government work; NARA RG 306) U.S. Information Agency / Department of State, June 3, 1957. National Archives, Record Group 306 (NAID 6948885, 306-PPB-62). Object, image, and catalog record from the FRAME archive. Text on this page is CC BY 4.0. Image rights are as the archive records. Full record at propagandaarchive.org A Spanish-language poster, No. 62, signed R. G. Goyri and filed with U.S. Information Agency posters, catalog date 3 June 1957. It advertises a free "Capitalismo del Pueblo" (People's Capitalism) exhibition at the Gimnasio Olimpico, 4 to 19 May, with a worker holding up a house and a family (NAID 6948885). ## What the sheet prints One giant figure fills the page: a man in blue work overalls. In one raised hand he holds a small model house. In the other he holds a tiny family. Behind him rise a tall office building, factory chimneys and a car. The words are few and practical. CAPITALISMO DEL PUEBLO Visite la EXPOSICION en el GIMNASIO OLIMPICO ENTRADA del 4 al 19 de Mayo GRATIS [Translation] People's Capitalism. Visit the exhibition at the Olympic Gymnasium, 4 to 19 May. Admission free. FRAME transcription and machine translation, not verified by a fluent reader. Signed R. G. Goyri; the printer's imprint is partly illegible. Full record at propagandaarchive.org. NAID 6948885, local id 306-PPB-62. ## Who issued it The artist signed it: R. G. Goyri. FRAME credits a U.S. Information Service post in Guatemala and files the sheet in Record Group 306, the U.S. Information Agency's posters for Asia, Latin America and the Middle East. The catalog date is 3 June 1957, after the run of dates the poster advertises; the poster itself gives no year. The record does not say who built the exhibition or what was in it. ## How to read it The picture makes a simple promise: under this system the working man holds his own house and keeps his family safe, and the skyline behind him is his. FRAME tags it glittering generalities and plain folks. The phrase itself borrows a word, "people's," that rival governments of the day used for their own systems, and turns it the other way. There is a real argument here. Private property, open markets and wages a worker can save are a defensible answer to poverty, and many readers of this site would make that case without embarrassment. The irony is in the delivery. A government agency's poster file holds this advertisement for a show about the merits of private enterprise, and the poster gives no hint of which government. A system that trusts free choice could afford to sign its own advertisement. The archive's CARE milk poster from the same year at least names the giver. ## Sources - FRAME object record, People's Capitalism exhibition poster, No. 62 (Spanish, USIS Guatemala). Catalog date June 3, 1957. Artist signed R. G. Goyri. - U.S. National Archives, Record Group 306, Propaganda Posters Distributed in Asia, Latin America and the Middle East, item NAID 6948885, 306-PPB-62, catalog.archives.gov. Rights as recorded: public domain (U.S. government work). Canonical: https://americanpropaganda.org/collection/peoples-capitalism-exhibition-poster-62-guatemala-1957/