“Kararı Kendiniz Verin!” Erken Yirminci Yüzyıl Amerikan Tütün Reklamcılığında Doğulu Kadın ve Erkeğin Tasviri

Amerika’nın en popüler Türk sigarası şirketleri yirminci yüzyılın başında Birleşik Devletler tütün endüstrisinde etkili rakipler haline geldi. Bu şirketler, ürünlerinin tanınırlığını ve itibarını artırmak için abartılı bir şekilde canlı ve renkli reklamlar ve sigara paketlerinden faydalandı. Türk tütününün geldiği toprakları çarpıcı bir biçimde anımsatmak amacıyla, mübalağalı bir Oryantalizm bağlamında Doğulu kadına dair önyargılı ve yanlış tasvirleri sıklıkla kullandı. Bu makale, 1900’lü yılların başlarında ticari reklamcılığın, modern Batı toplumlarında kalıcı bir biçimde etkisi görülen olumsuz etnik ve toplumsal cinsiyet stereotiplerinin gelişimine nasıl katkıda bulunduğunu açıklayacaktır. Aynı zamanda, müşterek görsel belleğin oluşumu ve şekillenmesi için grafik tasarım ve illüstrasyonların hazırlanması sırasında egzotizmden yararlanmanın önemine de değinecektir.

“Judge for Yourself!”: The Depiction of the Oriental Woman in Early Twentieth-Century American Tobacco Advertising

The most popular Turkish cigarette companies in the United States became influential competitors in American tobacco industry during the first decades of the twentieth century. To enhance the recognition and reputation of their merchandises, these companies utilized exaggeratedly vibrant and colorful advertisements and cigarette packs. Reminiscent of the Turkish origins of their products, they also extensively employed the biased image of the Oriental woman, and sometimes man, within the context of a hyperbolic type of Orientalism. This article will demonstrate how commercial advertising during the early 1900s contributed to the unending development of negative ethnic and gender stereotyping in modern Western societies. By this means, it will also refer to the significance of the relationship between exoticism and the utilization of graphic design and illustrations in the formation of collective visual memory.

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