19th-Century America Furniture and Other Decorative Arts

Мебельное и декоративное искусство Америки 19-го века

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Fig. 9. Advertisement for Concord watches. Sayidaty, November 1994. 10. Advertisement for Concord watches. Sayidaty, May 1995. 11), titled alraghba (desire), we see the woman in the foreground and the Bedouin suitor riding through the desert sand toward her. Since we met him first in November 1994, he has changed horses and clothes. The veil of the woman has also changed: the embroidered trim of her abaya is noticeably wider and attached to the chain across her forehead are no longer coins but gold nuggets in the shape of desert roses.

37 Polygyny, repudiation, veiling, and sex segregation have been seen by many scholars, religious and feminist, as attempts to channel, control, legalize, and tame woman’s sexuality. The premise that women should not associate with unrelated men has been the basis for all Saudi restrictions on the behavior of women, including regulations regarding the separation of boys and girls in the educational system and laws stipulating that women have a male chaperon when traveling, not study abroad without a male chaperon, not check into a hotel alone, and not drive a car in the kingdom.

38 the veil Unveiled market. Reflecting the cultural values of Saudi Arabia, these ads are quite diVerent from ads for the same product but targeting the Western consumer. They demonstrate the advertisers’ awareness of the cultural diVerences between East and West and their willingness to exploit these diVerences. Conclusion The veil has as many meanings as it has colors and shapes. This semantic versatility has made the veil a lucrative tool for advertisers in the East and the West. Advertisers, using the principle of homeopathic or sympathetic magic, rely on its “exoticism” and “eroticism” to seduce Western men into buying Jeep Cherokees and IBM computers.

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