A Trade in Dreams
A Century of Egyptian Print Advertising
Format:Paperback
Publisher:American University in Cairo Press
Publishing:21st Apr '26
£29.99
This title is due to be published on 21st April, and will be despatched as soon as possible.
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.
"A Trade in Dreams is a vital contribution to the history of design in the Arab world, tracing a century of Egyptian print advertising through colonial and post-colonial shifts. Often dismissed as too commercial, advertising emerges here as a key site for visual experimentation and professional design practice. With rich imagery woven through historical insights, this book reveals how modernity, identity, and desire were sold, and shaped, through the language of advertising.”—Yara Khoury, American University of Beirut
"This book is inadvertently a who's who of modern Egyptian industry, a resource on Egyptian neoliberalism, a visual feast, and a basic history of modern Egypt. The ethos of the author, the visual promise of the book, and its accessibility balanced with rich information make it a very valuable source for introductory courses on visual culture, rhetoric, design, and advertising."—Yasmine Motawy, The American University in Cairo
"A fascinating, beautifully illustrated, and nuanced narrative on a topic rarely researched. A Trade in Dreams offers a unique point of view, situating print advertising as a powerful communication medium that has advanced political and social causes, held up a mirror to society, helped shape visual culture, and contributed to the creation of a lasting national identity. This book is a must-read primer and a critical contribution to both media studies and global design histories."—Huda Smitshuijzen AbiFarès, Design historian and founding director of the Khatt Foundation
PRAISE FOR A HISTORY OF ARAB GRAPHIC DESIGN:
“A significant contribution.”—Art Journal
“Important and rich.”—AIGA Eye on Design
"A groundbreaking publication."—Technical Communications
"A major feat."—The National News
“Easily the best introduction to the history of modern Arab visual culture on the market today.”—The Brooklyn Rail
"A landmark . . . recommended." —M. Lynx Qualey, Al-Fanar Media
"Essential."—PRINT
“An invaluable resource.”—Futuress Magazine
"Well documented and supported."—Ahram Hebdo
ISBN: 9781649033024
Dimensions: unknown
Weight: unknown
252 pages