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A Trade in Dreams: A Century of Egyptian Print Advertising
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.
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.
252 pages, Paperback
Published May 26, 2026
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June 22, 2026
A Trade in Dreams: A Century of Egyptian Print Advertising offers a fascinating exploration of how advertising reflected and shaped Egyptian society during a century of profound political, social, and economic change
Through an extensive collection of print advertisements spanning 1880 to 1980, Bahia Shehab reveals how consumer culture became intertwined with ideas of progress, identity, aspiration, and national transformation. The book demonstrates that advertisements were not merely tools for selling products they were cultural documents that reflected changing visions of modern life.
One of the book’s greatest strengths is its ability to combine visual richness with historical depth. The advertisements themselves provide a compelling record of evolving tastes, commercial practices, and social values, while the accompanying analysis situates these images within broader discussions of colonialism, globalization, and nation-building.
Overall, A Trade in Dreams is an engaging and beautifully illustrated contribution to cultural history, media studies, and Middle Eastern scholarship. It offers readers a fresh perspective on the relationship between commerce, imagery, and social change, showing how advertisements can serve as powerful windows into a society’s dreams and ambitions.
Through an extensive collection of print advertisements spanning 1880 to 1980, Bahia Shehab reveals how consumer culture became intertwined with ideas of progress, identity, aspiration, and national transformation. The book demonstrates that advertisements were not merely tools for selling products they were cultural documents that reflected changing visions of modern life.
One of the book’s greatest strengths is its ability to combine visual richness with historical depth. The advertisements themselves provide a compelling record of evolving tastes, commercial practices, and social values, while the accompanying analysis situates these images within broader discussions of colonialism, globalization, and nation-building.
Overall, A Trade in Dreams is an engaging and beautifully illustrated contribution to cultural history, media studies, and Middle Eastern scholarship. It offers readers a fresh perspective on the relationship between commerce, imagery, and social change, showing how advertisements can serve as powerful windows into a society’s dreams and ambitions.
Displaying 1 of 1 review