A lavishly illustrated cultural history of print advertising in Egypt
At the tail end of the nineteenth century, the Industrial Revolution was shifting economies and redrawing global power maps. In this changing world, advertising became more than just a way to sell products-it was a powerful tool that shaped ideas about what to buy, why to buy it, and what it means to be modern. In colonized societies, these changes came swiftly and dramatically. Drawing on over 350 images of magazine and newspaper ads, Bahia Shehab reveals how consumer culture intertwined with political, social, and economic change during the period between 1880 and 1980 in Egypt. She shows how the Egyptian market navigated the influx of European and American luxury goods, from fine fabrics and jewelry to agricultural machinery, and how these items became symbols of aspiration and, at times, ignited a wave of national resistance. At once a visual feast and a compelling history of commerce and industry in Egypt, A Trade in Dreams sheds light on a time when ads did more than sell-they mirrored dreams, ambitions, and the realities of a nation in transition.
Rezensionen / Stimmen
"A Trade in Dreams is a vital contribution to the history of design in the Arab world, tracing a century of Egyptian print advertising through colonial and post-colonial shifts. Often dismissed as too commercial, advertising emerges here as a key site for visual experimentation and professional design practice. With rich imagery woven through historical insights, this book reveals how modernity, identity, and desire were sold, and shaped, through the language of advertising."-Yara Khoury, American University of Beirut
"This book is inadvertently a who's who of modern Egyptian industry, a resource on Egyptian neoliberalism, a visual feast, and a basic history of modern Egypt. The ethos of the author, the visual promise of the book, and its accessibility balanced with rich information make it a very valuable source for introductory courses on visual culture, rhetoric, design, and advertising."-Yasmine Motawy, The American University in Cairo
"A fascinating, beautifully illustrated, and nuanced narrative on a topic rarely researched. A Trade in Dreams offers a unique point of view, situating print advertising as a powerful communication medium that has advanced political and social causes, held up a mirror to society, helped shape visual culture, and contributed to the creation of a lasting national identity. This book is a must-read primer and a critical contribution to both media studies and global design histories."-Huda Smitshuijzen AbiFares, Design historian and founding director of the Khatt Foundation
PRAISE FOR A HISTORY OF ARAB GRAPHIC DESIGN:
"A significant contribution."-Art Journal
"Important and rich."-AIGA Eye on Design
"A groundbreaking publication."-Technical Communications
"A major feat."-The National News
"Easily the best introduction to the history of modern Arab visual culture on the market today."-The Brooklyn Rail
"A landmark . . . recommended." -M. Lynx Qualey, Al-Fanar Media
"Essential."-PRINT
"An invaluable resource."-Futuress Magazine
"Well documented and supported."-Ahram Hebdo
Sprache
Verlagsort
Produkt-Hinweis
Illustrationen
Maße
Höhe: 210 mm
Breite: 241 mm
ISBN-13
978-1-64903-302-4 (9781649033024)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Klassifikation
Bahia Shehab is professor and founder of the graphic design program at the American University in Cairo. An artist, designer, and art historian, her work has received a number of international awards, including a TED Senior Fellowship, a Prince Claus Award, and the UNESCO-Sharjah Prize for Arab Culture. She is co-author of A History of Arab Graphic Design (AUC Press, 2020) and author of A Thousand Times NO: The Visual History of Lam-Alif (2010).
Introduction
1. Pre 1920: Western Products, Local Goods-Technology vs. Identity
From Scribe to Press: A Budding Publishing Landscape
Al-Ahram Advertises
Advertising Recreation: Alcohol and Tobacco
2. 1920-39: Nationalist Voices, Celebrity Endorsements
A Publishing Revolution
The Rise of Feminist Voices
Ad Makers and Their Ads
Representation of Women
Pushing Back against Colonization
3. 1940-49: The Golden Era of Egyptian Advertising
News and Education for Women and Men
Luxury Goes Mainstream
Entertaining Difficult Times
Egyptianization on the Rise
Apothecary to Pharmacist
Buying Cleanliness
4. 1950-69: Power and the Media-Politics and Image Creation
Post-Revolution Communication Shift
The Private Sector Nationalized
An Industrial Revolution
An Altered Advertising Landscape
5. 1970-80: From Socialism to Capitalism-A Society in Flux
A Political Rift
Open Door, Open Market
Blond is Best
Conclusion
