What do you think?
Rate this book
Advertising Empire: Race and Visual Culture in Imperial Germany
At the end of the nineteenth century, Germany turned toward colonialism, establishing protectorates in Africa, and toward a mass consumer society, mapping the meaning of commodities through advertising. These developments, distinct in the world of political economy, were intertwined in the world of visual culture.
David Ciarlo offers an innovative visual history of each of these transformations. Tracing commercial imagery across different products and media, Ciarlo shows how and why the “African native” had emerged by 1900 to become a familiar figure in the German landscape, selling everything from soap to shirts to coffee. The racialization of black figures, first associated with the American minstrel shows that toured Germany, found ever greater purchase in German advertising up to and after 1905, when Germany waged war against the Herero in Southwest Africa. The new reach of advertising not only expanded the domestic audience for German colonialism, but transformed colonialism’s political and cultural meaning as well, by infusing it with a simplified racial cast.
The visual realm shaped the worldview of the colonial rulers, illuminated the importance of commodities, and in the process, drew a path to German modernity. The powerful vision of racial difference at the core of this modernity would have profound consequences for the future.
David Ciarlo offers an innovative visual history of each of these transformations. Tracing commercial imagery across different products and media, Ciarlo shows how and why the “African native” had emerged by 1900 to become a familiar figure in the German landscape, selling everything from soap to shirts to coffee. The racialization of black figures, first associated with the American minstrel shows that toured Germany, found ever greater purchase in German advertising up to and after 1905, when Germany waged war against the Herero in Southwest Africa. The new reach of advertising not only expanded the domestic audience for German colonialism, but transformed colonialism’s political and cultural meaning as well, by infusing it with a simplified racial cast.
The visual realm shaped the worldview of the colonial rulers, illuminated the importance of commodities, and in the process, drew a path to German modernity. The powerful vision of racial difference at the core of this modernity would have profound consequences for the future.
462 pages, Hardcover
First published January 3, 2011
2 people are currently reading
40 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 - 2 of 2 reviews
October 16, 2014
Only criticism: I wish the ebook version included the visual material
September 3, 2020
This book was fascinating and excellently illustrates (haha) the value of visual sources. Exhaustively (one might say exhaustingly) footnoted. Could have used a better editor, though — there was some repeated information within chapters and a few obviously ungrammatical sentences. He also seemed to get a little lazy/rushed in the last chapter and started throwing in images that he didn't take the time to analyze.
Displaying 1 - 2 of 2 reviews