And if we say, not reality paradigm, it is because in reality, and how could it be otherwise, the "American way" penetrated only in certain sectors. Although it was taken as a framework for large and growing sectors of the population. Contributing to this boom period that took place in Argentina between the 40s to mid seventies, over institutional tribulations suffered and whose consequences still being felt. Some of the most emblematic components, but not the only ones-of the "American way" was the automobile, plastics and appliances. Appliances that were expanded in quantity and improved in quality to the days running, assumed that women enter the labor market, this should, take up less time in home care. Underlying it is a concept that later: the "Industrial Society" and "industrial man", on which crushed both teachers in universities, as it were, the pinnacle of wellness. Such use of appliances was accompanied, of a whole proliferation of service sector and its crown could consider first the "supermarket", then "malls." These last points of sales of goods of certain brands, which were sold at the transnational level, to the extent that today in a shopping installed in any large or medium city in the world, brands and their "logos" are the same and the only difference is the respective language, living with the language they come from brands, usually from countries of the Group of 8. We overlook the negative effects that these patterns of consumption have generated in countries such as Argentina, contributing to its "capitalization" because what I want to stress is that all became the internalization of the daily patterns of a significant part of the inhabitants (this is extrapolated to many countries), implying an addition to its cultural influence.