V.A.M.I. Productenspel 1899 - 1935

Curator: This poster, "V.A.M.I. Productenspel", dating from around 1899 to 1935, appears to be a board game advertising V.A.M.I. dairy products. It’s a fascinating example of early commercial art. The detailed scenes of families enjoying dairy are striking. What catches your eye? Editor: It feels almost…whimsical, even though it’s advertising. I'm intrigued by how it mixes gameplay with promoting dairy products. What do you see in this piece, particularly regarding its social and historical context? Curator: For me, this work speaks volumes about the role of food and domesticity in shaping cultural norms of the early 20th century. Notice the idealized portrayals of women and children. What message do you think this sends? Editor: Well, everyone seems to be positioned in traditional gender roles. The women are caring for children or setting the table, and the children are being nourished by the V.A.M.I. products. Is it fair to say the poster then is actively promoting this social structure? Curator: Precisely. It’s not just about selling milk; it's subtly reinforcing specific roles and values within the family. Advertising of this kind helped construct and maintain social ideals of that period. Do you think contemporary ads engage in similar reinforcing behaviours? Editor: I can certainly see connections. Today, ads use different imagery but can still perpetuate harmful stereotypes around beauty, success, and happiness, can’t they? This older work, though, lays bare how businesses could impact culture on a broad social scale. I’ll never look at an ad in quite the same way. Curator: It’s all about critically examining the messages embedded within art, be it high art or commercial imagery. Understanding the ‘why’ behind an image always helps us better understand ourselves.