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Oriental Fantasies of the American Advertisement Industry during the Late 19th-Early 20th Century: A Reading of the Recurring Images of Cigarette Marketing

Year 2017, Issue: 46, 137 - 160, 01.04.2017

Abstract

The “Orient” with its so-called exotic, mystified and mythicized elements has been a crucial staple for the Western imagination. For centuries, Western artists have imitated and re constructed idiosyncratic elements of the East in different ways, such as Turquerie or Arabesque. On the other hand, the predominantly “decorative Orientalism” of the pre-modern period transformed into an element of a Euro-centric political discourse, following imperialistic expansions in the 19th century. In this respect, Western fantasy over “the other” is not a monolithic, but a multi-layered phenomenon that simultaneously creates and reflects the ideological boundaries. American advertisement industry during the late 19/early 20th centuries did not ignore this phenomenon and used Orientalist images, especially on standard market products, such as cigarette packs. The scope of generic images on the cigarette marketing varied from landscape to mystic themes. Aiming to analyze the cultural/regional/gendered re constructions of the American advertising industry in the turn of the century, this paper focuses on the ways how the advertisers fantasized about the Orient through cigarette marketing. The survey concentrates mainly on the ways how the designers portrayed a stereotypical “Orient” by contrasting the Eastern and Western values, which generic images they made use of, how the cultural features gained new connotations in advertisement context, and to what extent they contributed to the Orientalist literature

References

  • Akman, Beyazıt H. “Orientalism in Cigarette Packs,” St. John University Humanities Review, 7.2 (2009): 32-48. Web.
  • Behdad, Ali, and Williams, Juliet A. “On Neo-Orientalism, Today,” in We Are Standing Outside Time (published on the occasion of the exhibition “The State of ‘In-Between’ in Contemporary Iranian Art,” Linz, 2012), . 15.01.2016.
  • Bemis, Samuel Flag. A Diplomatic History of the United States. New York: Holt, 1955. Web.
  • Boer, Inge E. Disorienting Vision: Rereading Stereotypes in French Orientalist Text and Image. Amsterdam, New York: Rodopi B.V., 2004. Web.
  • Bowman, Nancy. “Questionable Beauty: The Dangers and Delights of the Cigarette in American Society, 1880-1930,” in Beauty and Business
  • Commerce, Gender, and Culture in Modern America. Ed. Philip Scranton. New York: Routledge, 2001. Print.
  • Breskin, Isabel. “On the Periphery of a Greater World: John Singleton Copley’s Turquerie Portraits,” Winterthur Portfolio, 36.2/3 (2001): 97-123.
  • Brons, Lajos. “Othering, an Analysis,” Transcience, 6.1 (2015): 69-90.
  • Ciarlo, David. Advertising Empire: Race and Visual Culture in Imperial Germany. Cambridge: Harvard University Press, 2011. Print.
  • Crang, Mike. Cultural Geography. London: Routledge, 1998. Web. Curtis, Michael. Orientalism and Islam European Thinkers on Oriental Despotism in the Middle East and India. Cambridge: Cambridge University Press, 2009. Web.
  • Davis, Eric. “Representations of the Middle East at American Worlds’ Fairs 1876-1904,” in The United States and the Middle East: Cultural Encounters. Ed. Abbas Amanat, and Magnus T. Bernhardsson. Connecticut: YCIAS, 2002. Print. Davison, Roderic H.“Where is the Middle East?,” Foreign Affairs, 38.4 (1960): 665-75.
  • Deringil, Selim. İktidarın Sembolleri ve İdeoloji: II. Abdülhamit Dönemi (1876-1909). Trans. Gül Çağalı Güven. İstanbul: Yapı Kredi Yayınları, 2007. Print.
  • Edwards, Holly. “A Million and One Nights: Orientalism in America, 1870-1930,” 10-17 and “Catalogue of the Exhibition,” 120-233, in Noble Dreams, Wicked Pleasures: Orientalism in America, 1870- 1930. Ed. Holly Edwards. Princeton, N.J.: Princeton University Press, 2000. Print.
  • Elliot, Rosemary Elizabeth. Women and Smoking Since 1890. London: Routledge, 2007. Print.
  • Foner, Eric. Give Me Liberty, An American History. Vol. 2, New York: W. W. Norton & Company Inc., 2011. Print.
  • Ford, Henry. Case against the Little White Slaver. Vols. 1-4, Detroit: Henry Ford, 1916. Web.
  • Gabriel, Judith. “Collection of Orientalist Imagery Reveals Roots of American Views of Middle East,” Al Jadid. 16.07.2006. Web. 15.04.2014. .
  • Galt, Rosalind. Pretty: Film and the Decorative Image. New York: Columbia University Press, 2011. Web.
  • Grabar, Oleg. “Roots and Others,” in Noble Dreams, Wicked Pleasures: Orientalism in America 1870-1930. 3-9. Ed. Holly Edwards.
  • Princeton, N.J.: Princeton University Press, 2000. Print.
  • Jameson, Fredric. Postmodernism, or, the Cultural Logic of Late Capitalism. Durham: Duke University Press, 1991. Print.
  • Jarmakani, Amira. Imagining Arab Womanhood: The Cultural Mythology of Veils, Harems, and Belly Dancers in the U.S.. New York: Palgrave & Macmillan, 2008. Print.
  • “Khayyam, Omar - Impact on Literature and Society in the West,” Encyclopedia Iranica, , 15.01.2016.
  • Koppes, C. R. “Captain Mahan, General Gordon and the Origin of the Term ‘Middle East’,” Middle East Studies, 12: (1976): 95-98.
  • Karpat, Kemal H. “The Transformation of the Ottoman State, 1789-1908,” International Journal of Middle East Studies, 3.3 (1972): 243-281.
  • LaFeber, Walter. The New Empire: An Interpretation of American Expansion. 1860-1898, Cornell University Press: New York, 1998. Print.
  • Leach, William. Land of Desire: Merchants, Power, and the Rise of a New American Culture. New York: Pantheon Books, 1993. Print.
  • Lewis, Bernard. The Middle East and the West. New York: Harper & Row, 1966. Web.
  • Lewis, Reina. Rethinking Orientalism: Women, Travel and the Ottoman Harem. New York: I.B. Tauris & Co Ltd, 2004. Print.
  • Lockman, Zachary. Contending Visions of the Middle East: The History and Politics of Orientalism. Cambridge and New York: Cambridge University Press, 2004. Web.
  • Lowe, Lisa. Critical Terrains: French and British Orientalisms. Ithaca and London: Cornell University Press, 1991. Print.
  • Marx, Karl. Capital. London: Penguin Classics, 1990. Print.
  • Mitchell, Timothy. “The World as Exhibition,” Comparative Studies in Society and History, Cambridge University Press, 31.2 (1989): 217- 236. Web.
  • Ortaylı, İlber. İmparatorluğun En Uzun Yüzyılı. İstanbul: Timaş Yayınları, 2009. Print.
  • Osweiler, Laura. “The Introduction of Middle Eastern Dance into the United States,” The Belly Dance Chronicles, (April/May/June 2012): 70-76. Web.
  • Potter, A. G. A Bibliography of the Rubáiyát of Omar Khayyám, London, 1929, reprint Zürich and New York, 1994. Web.
  • Reynolds, Douglas. Turkey, Greece, and the “Borders” of Europe: Images of Nations in the West German Press 1950-1975, Berlin: Frank & Timme, 2013. Web.
  • Rosenblatt, Naomi. “Orientalism in American Popular Culture,” Penn History Review, 16.2 (Spring 2009): 51-63. Web.
  • Said, Edward. Orientalism: Western Conception of the Orient. London: Penguin Books, 1978. Print.
  • ---. Culture and Imperialism. New York: Alfred A. Knopf, 1993. Print. Shaw, Stanford and Shaw, Ezel Kural. History of the Ottoman Empire and Modern Turkey. New York: Macmillan, 1977. Print.
  • Sivulka, Juliann. Soap, Sex and Cigarettes: A Cultural History of American Advertising. Boston: Cengage Learning, 2011. Print.
  • SRITA (Stanford Research into the Impact of Tobacco Advertising), Stanford School of Medicine. .
  • Stazsak, Jean-François. “Other/Otherness,” in International Encyclopedia of Human Geography. Ed. Kitchin R. and Thrift N. Oxford, Elsevier, Vol. 8 (2009): 43-47. Web.
  • Taylor, Jacqueline Sanchez. “Sex Tourism in the Caribbean,” 187-215.
  • Tourism and Sex:Culture, Commerce and Coercion. Ed. Stephen Clift and Simon Carter. London; New York: Pinter, 2000. Web.
  • Teo, Hsu-Ming. “American Popular Culture through the Lens of Saidian and post-Saidian Orientalist Critiques,” Critical Race and Whiteness Studies, 10.1 (2014). Web.
  • Tinkler, Penny. “Women,” Tobacco in History and Culture. Ed. Jordan Goodman. Vol. 2. New York: Thomson Gale, 2005. Web.
  • Tromans, Nicholas. The Lure of the East, British Orientalist Painting. London: Tate Publishing, 2008. Web.
  • Twain, Mark and Warner, Charles Dudley. The Gilded Age. New York and London: Harper & Brothers Publishers, 1915. Web.
  • Xypolia, Ilia. “Eurocentrism and Orientalism,” in Blackwell Encyclopedia of Postcolonial Studies, Ed. S. Ray et al (2016): 24-43.
  • Williams, Raymond. Marxism and Literature. New York: Oxford University Press, 1977. Print.
Year 2017, Issue: 46, 137 - 160, 01.04.2017

Abstract

“Şark” söz konusu muhayyel coğrafyaya atfedilen egzotik, esrarengiz ve masalsı öğeleriyle Batı imgeleminin başlıca besleyici unsurlarından biri olagelmiştir. Bu düşlemin ürünü olan “Şark cazibesi” yüzyıllar boyunca Turquerie ve Arabesque gibi formlarla taklit edilmiş ya da farklı biçimler verilerek yeniden yorumlanmıştır. Öte yandan, modern-öncesi dönemde ağırlıklı olarak “dekoratif” bir niteliğe sahip olan “Şark” 19. yüzyıldan sonra Batı-merkezli politik bir söylemin tamamlayıcı unsurlarından birine dönüşmüştür. Bu açıdan, “öteki”yi konumlandıran Batılı düşlemi, tekil bir yapıya sahip olmaktan öte, hem ideolojik sınırları yaratan hem de bu hiyerarşik ayrımı yansıtan çok-katmanlı bir olgudur. Bu olguya seyirci kalmayan Amerikan reklamcılık endüstrisi 19. yüzyıl sonu ile 20. yüzyıl başlarında, sigara gibi genel tüketim ürünlerinin pazarlanmasında Oryantalist imgelerden yararlanmıştır. Tütün ürünlerinin pazarlamasında kullanılan görsel malzemeler, yerel manzaralardan Ortadoğu mistisizmine kadar uzanan geniş bir yelpaze sunuyordu. Yüzyıl dönümünde Amerikan reklam endüstrisinin kültürel/bölgesel/cinsiyetçi temsillerini irdeleyen bu makale, sigara paketleri ve reklamlarında yer verilen görsel materyallerin ortaya koyduğu Doğu düşlemine odaklanmaktadır. Makalede, ağırlıklı olarak, söz konusu tasarımlarda Doğu’nun nasıl temsil edildiği, sıklıkla kullanılan imgeler, Doğu’ya özgü kültürel unsurların daha geniş bağlamlarda kazandığı yeni anlamlar ve bu tercihlerin Oryantalist literatüre ne ölçüde katkıda bulunduğuna değinilmektedir

References

  • Akman, Beyazıt H. “Orientalism in Cigarette Packs,” St. John University Humanities Review, 7.2 (2009): 32-48. Web.
  • Behdad, Ali, and Williams, Juliet A. “On Neo-Orientalism, Today,” in We Are Standing Outside Time (published on the occasion of the exhibition “The State of ‘In-Between’ in Contemporary Iranian Art,” Linz, 2012), . 15.01.2016.
  • Bemis, Samuel Flag. A Diplomatic History of the United States. New York: Holt, 1955. Web.
  • Boer, Inge E. Disorienting Vision: Rereading Stereotypes in French Orientalist Text and Image. Amsterdam, New York: Rodopi B.V., 2004. Web.
  • Bowman, Nancy. “Questionable Beauty: The Dangers and Delights of the Cigarette in American Society, 1880-1930,” in Beauty and Business
  • Commerce, Gender, and Culture in Modern America. Ed. Philip Scranton. New York: Routledge, 2001. Print.
  • Breskin, Isabel. “On the Periphery of a Greater World: John Singleton Copley’s Turquerie Portraits,” Winterthur Portfolio, 36.2/3 (2001): 97-123.
  • Brons, Lajos. “Othering, an Analysis,” Transcience, 6.1 (2015): 69-90.
  • Ciarlo, David. Advertising Empire: Race and Visual Culture in Imperial Germany. Cambridge: Harvard University Press, 2011. Print.
  • Crang, Mike. Cultural Geography. London: Routledge, 1998. Web. Curtis, Michael. Orientalism and Islam European Thinkers on Oriental Despotism in the Middle East and India. Cambridge: Cambridge University Press, 2009. Web.
  • Davis, Eric. “Representations of the Middle East at American Worlds’ Fairs 1876-1904,” in The United States and the Middle East: Cultural Encounters. Ed. Abbas Amanat, and Magnus T. Bernhardsson. Connecticut: YCIAS, 2002. Print. Davison, Roderic H.“Where is the Middle East?,” Foreign Affairs, 38.4 (1960): 665-75.
  • Deringil, Selim. İktidarın Sembolleri ve İdeoloji: II. Abdülhamit Dönemi (1876-1909). Trans. Gül Çağalı Güven. İstanbul: Yapı Kredi Yayınları, 2007. Print.
  • Edwards, Holly. “A Million and One Nights: Orientalism in America, 1870-1930,” 10-17 and “Catalogue of the Exhibition,” 120-233, in Noble Dreams, Wicked Pleasures: Orientalism in America, 1870- 1930. Ed. Holly Edwards. Princeton, N.J.: Princeton University Press, 2000. Print.
  • Elliot, Rosemary Elizabeth. Women and Smoking Since 1890. London: Routledge, 2007. Print.
  • Foner, Eric. Give Me Liberty, An American History. Vol. 2, New York: W. W. Norton & Company Inc., 2011. Print.
  • Ford, Henry. Case against the Little White Slaver. Vols. 1-4, Detroit: Henry Ford, 1916. Web.
  • Gabriel, Judith. “Collection of Orientalist Imagery Reveals Roots of American Views of Middle East,” Al Jadid. 16.07.2006. Web. 15.04.2014. .
  • Galt, Rosalind. Pretty: Film and the Decorative Image. New York: Columbia University Press, 2011. Web.
  • Grabar, Oleg. “Roots and Others,” in Noble Dreams, Wicked Pleasures: Orientalism in America 1870-1930. 3-9. Ed. Holly Edwards.
  • Princeton, N.J.: Princeton University Press, 2000. Print.
  • Jameson, Fredric. Postmodernism, or, the Cultural Logic of Late Capitalism. Durham: Duke University Press, 1991. Print.
  • Jarmakani, Amira. Imagining Arab Womanhood: The Cultural Mythology of Veils, Harems, and Belly Dancers in the U.S.. New York: Palgrave & Macmillan, 2008. Print.
  • “Khayyam, Omar - Impact on Literature and Society in the West,” Encyclopedia Iranica, , 15.01.2016.
  • Koppes, C. R. “Captain Mahan, General Gordon and the Origin of the Term ‘Middle East’,” Middle East Studies, 12: (1976): 95-98.
  • Karpat, Kemal H. “The Transformation of the Ottoman State, 1789-1908,” International Journal of Middle East Studies, 3.3 (1972): 243-281.
  • LaFeber, Walter. The New Empire: An Interpretation of American Expansion. 1860-1898, Cornell University Press: New York, 1998. Print.
  • Leach, William. Land of Desire: Merchants, Power, and the Rise of a New American Culture. New York: Pantheon Books, 1993. Print.
  • Lewis, Bernard. The Middle East and the West. New York: Harper & Row, 1966. Web.
  • Lewis, Reina. Rethinking Orientalism: Women, Travel and the Ottoman Harem. New York: I.B. Tauris & Co Ltd, 2004. Print.
  • Lockman, Zachary. Contending Visions of the Middle East: The History and Politics of Orientalism. Cambridge and New York: Cambridge University Press, 2004. Web.
  • Lowe, Lisa. Critical Terrains: French and British Orientalisms. Ithaca and London: Cornell University Press, 1991. Print.
  • Marx, Karl. Capital. London: Penguin Classics, 1990. Print.
  • Mitchell, Timothy. “The World as Exhibition,” Comparative Studies in Society and History, Cambridge University Press, 31.2 (1989): 217- 236. Web.
  • Ortaylı, İlber. İmparatorluğun En Uzun Yüzyılı. İstanbul: Timaş Yayınları, 2009. Print.
  • Osweiler, Laura. “The Introduction of Middle Eastern Dance into the United States,” The Belly Dance Chronicles, (April/May/June 2012): 70-76. Web.
  • Potter, A. G. A Bibliography of the Rubáiyát of Omar Khayyám, London, 1929, reprint Zürich and New York, 1994. Web.
  • Reynolds, Douglas. Turkey, Greece, and the “Borders” of Europe: Images of Nations in the West German Press 1950-1975, Berlin: Frank & Timme, 2013. Web.
  • Rosenblatt, Naomi. “Orientalism in American Popular Culture,” Penn History Review, 16.2 (Spring 2009): 51-63. Web.
  • Said, Edward. Orientalism: Western Conception of the Orient. London: Penguin Books, 1978. Print.
  • ---. Culture and Imperialism. New York: Alfred A. Knopf, 1993. Print. Shaw, Stanford and Shaw, Ezel Kural. History of the Ottoman Empire and Modern Turkey. New York: Macmillan, 1977. Print.
  • Sivulka, Juliann. Soap, Sex and Cigarettes: A Cultural History of American Advertising. Boston: Cengage Learning, 2011. Print.
  • SRITA (Stanford Research into the Impact of Tobacco Advertising), Stanford School of Medicine. .
  • Stazsak, Jean-François. “Other/Otherness,” in International Encyclopedia of Human Geography. Ed. Kitchin R. and Thrift N. Oxford, Elsevier, Vol. 8 (2009): 43-47. Web.
  • Taylor, Jacqueline Sanchez. “Sex Tourism in the Caribbean,” 187-215.
  • Tourism and Sex:Culture, Commerce and Coercion. Ed. Stephen Clift and Simon Carter. London; New York: Pinter, 2000. Web.
  • Teo, Hsu-Ming. “American Popular Culture through the Lens of Saidian and post-Saidian Orientalist Critiques,” Critical Race and Whiteness Studies, 10.1 (2014). Web.
  • Tinkler, Penny. “Women,” Tobacco in History and Culture. Ed. Jordan Goodman. Vol. 2. New York: Thomson Gale, 2005. Web.
  • Tromans, Nicholas. The Lure of the East, British Orientalist Painting. London: Tate Publishing, 2008. Web.
  • Twain, Mark and Warner, Charles Dudley. The Gilded Age. New York and London: Harper & Brothers Publishers, 1915. Web.
  • Xypolia, Ilia. “Eurocentrism and Orientalism,” in Blackwell Encyclopedia of Postcolonial Studies, Ed. S. Ray et al (2016): 24-43.
  • Williams, Raymond. Marxism and Literature. New York: Oxford University Press, 1977. Print.
There are 51 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Tarık Tansu Yiğit This is me

Publication Date April 1, 2017
Published in Issue Year 2017 Issue: 46

Cite

MLA Yiğit, Tarık Tansu. “Oriental Fantasies of the American Advertisement Industry During the Late 19th-Early 20th Century: A Reading of the Recurring Images of Cigarette Marketing”. Journal of American Studies of Turkey, no. 46, 2017, pp. 137-60.

JAST - Journal of American Studies of Turkey