the text reviews the book historia y ambivalencia, by j. e. burucúa. this consists of nine essays where the author applies aby warburg's method to address several cultural objects. the following elements receive particular attention throughout this review: burucúa′s attempt to insert warburg's thought in argentina, the relevance of this text in terms of the overall production of the author, and his position regarding the current theoretical disputes taking place among those intellectuals influenced by warburg's ideas. among other issues, this review pays especial attention to the ambivalent nature of the concept of pathosformel and to the warburguian conception of memory. it is suggested that, within the realm of contemporary debates about 'memory', this viewpoint -which emphazises the force of images- constitutes a politically powerful alternative.