Posted by: niadilova | 05/11/2017

Iklan klasik Nusantara #52 (mentega) PALMBOOM (1957)

Dunia Wanita (Medan), No. 7. Th. IX, 1 April 1957, sampul belakang

Sumber: Majalah Dunia Wanita (Medan), No. 7. Th. IX, 1 April 1957: sampul belakang.

Catatan: Mentega (margarina) jelas merupakan simbol dari (konsumsi) kelas menengah dan atas. Bahan makanan ini merefleksikan kemodernan dan juga status sosial. Sulit membayangkan dapur orang miskin di Indonesia, baik di desa maupun di kota, bersentuhan dengan mentega. Tentang ‘modernity as a desirable lifestyle’ di Hindia Belanda di zaman kolonial, lihat antara lain: Henk Schulte Nordholt, “Modernity and cultural citizenship in the Netherlands East Indies: an illustrated hypothesis”, Journal of Southeast Asian Studies 42(3), 2011: 435-457. Lihat juga: Henk Schulte Nordholt (ed.), Outward Appearences: dressing state & society in Indonesia. Leiden: KITLV Press, 1997. Dan: Nico J.G. Kaptein, “Southeast Asian Debates and Middle Eastern Inspiration: European Dress in Minangkabau at the Beginning of the 20th Century”, dalam: Eric Tagliacozzo (ed.), Southeast Asia and the Middle East: Islam, Movement, and the Longue Durée. Singapore: NUS Press/Stanford: Stanford University Press, 2009, pp. 176-195.

Suryadi – Leiden, 5 November 2017


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