A Trade In Dreams : Book Launch and Exhibition

Join Bahia Shehab, professor of practice in design and founder of the graphic design program at AUC, for a creative evening as she unveils her latest book, A Trade in Dreams: A Century of Egyptian Print Advertising.

A Trade in Dreams examines how advertisements captured the changing face of Egyptian society. Drawing on more than 350 magazine and newspaper advertisements, the book traces the development of Egyptian print advertising from 1880 to 1980, exploring the relationship between consumer culture and the political, social, economic and cultural transformations taking place in Egypt. The book also reveals how advertisements did more than promote products: they reflected changing ideas of modernity, identity and aspiration.

The launch evening will extend this exploration beyond the pages of the book. The program will begin in Ewart Memorial Hall at 7 pm, with Shehab discussing the book, followed by a Q&A session.

At 8 pm, guests will move to the Future Gallery for an exhibition running until 9 pm. Featuring original advertisements, a chronological timeline and actual artifacts and products associated with the periods covered in the book, the exhibition will offer attendees an opportunity to encounter the material and visual culture of Egyptian advertising firsthand.

Attendees will also have the opportunity to purchase a copy of A Trade in Dreams and have it signed by the author.

Pre-registration is required. Click here.

*AUC is a tobacco-free community. Smoking is permitted in designated smoking areas only.