Full Description
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.
Contents
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
