Reclamebiljet voor Secretaris-Sigaren, met vogel 1919

This is Jac Jongert’s advertisement poster for ‘Secretaris’ cigars, made in the Netherlands at the turn of the 20th century. The image of an elegant bird, reminiscent of a secretary bird, with a cigar in its beak, evokes a sense of sophistication and exoticism which was a common theme in advertising at this time. Yet, this image also carries a complicated history. The tobacco industry was deeply entwined with colonialism, and the exploitation of labor in countries such as Indonesia. Jongert’s poster subtly plays into this, associating his brand with the riches and allure of distant lands. The bird, itself a symbol of freedom, is here made to serve the interests of commerce. Think about the emotional appeal such imagery would have had for consumers, inviting them to participate in a world of luxury, while remaining silent about the ethical implications of this consumption.