Die palmyrenische Königin Zenobia als Werbeikone für Seife
This article analyses, as an example of the advertising of cosmetic products, a campaign launched by the US-American company “Johnson Soap” for their product, the facial soap “Palmolive”. Examining its ads of 1911 in which certain ancient exempla are employed, it becomes clear that the Palmyrene queen Zenobia and with her the semi-historical Semiramis and the more mythical Dido are aligned to the “1001 Nights” character Scheherazade. Since they are jointly labelled as “historically famous oriental queens” and because of the reference to Zenobia’s white skin, they fall into the fantasy of fair-skinned harem women and evoke thoughts of all the pleasures and comforts of the luxurious Orient. To the modern female customer of 1900 (well steeped in the knowledge of those ancient characters) Zenobia and the other exempla should serve as celebrities worth emulating. Above all they are deemed to be beautiful, and experts in cosmetics which would guarantee the effect of the product they are standing for. A finding that proves to be valid even in an advertising concept of today for the Syrian-German “Zhenobya-soap”.
Copyright (c) 2020 Anja Wieber
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with thersites agree to the following terms:
- Publishing in thersites is free of any charges.
- Authors retain copyright and grant the journal right of first publication.
- Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author, so long as the original work is properly cited and is not used for commercial purposes. The journal is published under the Creative Commons Attribution 4.0 International License. More information about this license is available at https://creativecommons.org/licenses/by/4.0/.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).