Zim Israel Navigation Co. Ltd 1958

Curator: This is a promotional poster for Zim Israel Navigation Company, dating back to 1958. Editor: Immediately, I’m struck by its playful nature! The bright yellow figure lounging on the ship contrasts so vividly against the blue background. There’s a sense of absolute leisure conveyed. Curator: It’s interesting to consider this image in the context of post-war Israel. This advertisement presents a very particular image of Israeli prosperity and global connection through its shipping line. Editor: Exactly. We must ask, for whom was this prosperity intended? Who had access to this leisure? Who could afford the time and expense to travel on this shipping line? There’s something about the stark division of colours that reminds me of the socio-economic divides during the era. Curator: The figure is styled in such a simple, almost cartoonish way which simplifies and perhaps idealizes the experience. There is a lack of detail here that intentionally glosses over any of the complexities. This poster aims to sell a fantasy. Editor: I agree. There's something sterile and exclusionary in its polished presentation. While on the surface it’s cheerful, there's a tension when one examines its message with the broader social and political climate of the time. The very stylized cityscape suggests an upward, modern sensibility but it lacks the complexity of reality. Curator: Considering its modernist style, the work employs flat planes of color, bold typography and simplified forms that reflect the wider trends of the period. Its visual language speaks of progress and commercial ambition. Editor: Yes, and remembering it was printed in 1958 gives pause to those not welcomed, particularly with regard to ethnic or class standing. It encapsulates the often-conflicting narratives of modernism: a future-facing aesthetic marred by socio-economic realities. Curator: Looking at it today, I’m more aware of the narratives that exist around commercial image-making and its ability to not always show an accurate reflection of historical truth. Editor: Ultimately, examining how visual media propagates notions of reality, progress, and belonging, helps unpack potentially idealized or discriminatory societal images.