The culture of orientalism is a phenomenon in cultural studies associated with the Western perception and representation of the East. It originated in the XIX century and continues to exist at the present time. Orientalism as a cultural movement unites many arts and manifests itself in literature, painting, architecture, cinema, fashion and other fields.
Orientalism involves the creation by Western artists and writers of fantasy images and cultures of Eastern countries, which often had nothing to do with reality. It is also associated with the idea of the “wild East”, which was presented as a place of exotic adventures, dangers and mysteries. These performances were often decorated with the idea of a “white rescuer” who comes to the aid of “wild” Eastern peoples.
Orientalism can be both positive and negative. On the one hand, it can promote cultural exchange and mutual understanding between cultures. It can also inspire artists and designers to create new and interesting works. But on the other hand, orientalism can lead to cultural appropriation and the strengthening of stereotypes and prejudices.
One example of orientalism is the creation of “oriental” interiors and decor by westerns, which have little in common with the real cultures of the East. Another example is the creation of films and books that depict Eastern countries as places of exotic adventures and dangers, and eastern characters as primitive or mysterious.
In general, the culture of orientalism is a complex phenomenon that can have both positive and negative consequences. It continues to exist today, and its influence can be seen in various fields of art and design.
It is with the fashion for Oriental culture that the presented concept of packaging almost Japanese beer is connected, using the interjections AHA, UH-huh, EGE as hieroglyphic illustrations.
- Agency/Creative: Tanya Chestnova
- Article Title: Packaging Design Concept Almost Japanese Beer by Tatyana Chestnova
- Organisation/Entity: Student
- Project Type: Packaging
- Project Status: Non Published
- Agency/Creative Country: Russia
- Agency/Creative City: Moscow
- Market Region: Global
- Project Deliverables: Packaging Design
- Format: Can
- Substrate: Metal
- Industry: Food/Beverage
- Keywords: Almost Japanese beer
Curator: Leonid Slavin