“Orientalism” in Graphic Design

Orientalism is a determinant mentality with regards to Western World for the formation of the relations between West and East at the end of 18th century and in the 19th century. Rooted from a distant past, orientalism made progress as a science field in 19th century. Derived from the French term “Orientalisme”, Orientalism appears before us as various art forms on Eastern World towards the mid-century, while being used as a term referring to the examination of eastern people in terms of language, religion and history in the beginning. In this field, it is possible to encounter with the orientalist effects on many works of graphic design. In these examples used for the design of advertisement products, it is also possible to find the traces of Asian culture, most of which is from Ottoman Empire (Turkish-Islamic) within the concept “East”. Started to be used at the early parts of 20th century as an advertisement product, these examples have conserved their characteristic of continuity. Most the examples are on the design of cigarette products. It is also possible to come across with Eastern images on journal cover designs, billboards and posters. These images are originated from palace life within the Ottoman Culture, particularly from various themes like harem culture, daily life and 1001 nights. The emphasis is mostly centered upon the woman identity within the Asian Culture. While some of the examples directly reflect the cultural life styles, some of them involve symbolic references. This study is on the orientalist effects over graphic design. No comprehensive academic study, carried out on this subject, has been found. On the study, it is also discussed the manner how the Eastern culture is reflected on the graphic design practices. After a deep analysis on the representative images within the advertisements, where orientalist effects can be seen, it is examined thoroughly the efficiency level of Orientalism on the respective examples, with a descriptive analysis and critical approach, as well.

Keywords

Graphic Design, Orientalism, Orientalist painting, Cultural Image, Advertisement