Reclame in Indië: De opkomst van de moderne reclame in Nederlands-Indië 1900-1942

This publication explores the fascinating history of advertising in the Dutch East Indies during the first half of the 20th century. Based on extensive research of period advertisements, posters, and advertising plates, the book reveals the vibrant and sophisticated advertising industry that flourished within the colonial context.  It examines the industry's rapid growth and its impact on urban landscapes and daily life, analyzing how advertisers strategically targeted diverse consumer segments, including European colonists, the Chinese community, and the indigenous population.

"Reclame in Indië" highlights the creative ingenuity of advertising artists and designers, showcasing how they incorporated local cultural elements, such as batik motifs, into their campaigns.  The book delves into how advertising messages were carefully crafted to resonate with the specific cultural values, religious beliefs, and social norms of each target group.  It offers a unique perspective on the social, cultural, and economic dynamics of the Dutch East Indies, demonstrating the profound influence of advertising on colonial society and its role in shaping consumer behavior, influencing social norms, and contributing to the modernization of the archipelago.

Publication Details:

• Author: Maartje Brattinga
• Publisher: Stichting het ReclameArsenaal, Amsterdam (2013)
• Language: Dutch
• Format: Hardcover
• Pagination: 128 pages
• Dimensions: 24 x 33 cm
• ISBN: 9789080648203

Condition:

• Book: Very Good. The covers show light general wear commensurate with age, including a very light dust soiling to the rear. There is a minor abrasion to the right edge of the front endpaper. The pages are clean and bright, free of markings or tears. The binding is sound.
• Dust Jacket: No dust jacket was issued for this title.