“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
Anahtar Kelimeler:
Oryantalizm, sigara reklamları, tütün
Oriental Fantasies of the American Advertisement Industry during the Late 19th-Early 20th Century: A Reading of the Recurring Images of Cigarette Marketing
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
Keywords:
Orientalism, cigarette advertisements, tobacco,
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- ISSN: 1300-6606
- Başlangıç: 1995
- Yayıncı: -