El Al (Poster) 1963

Jean David designed this "El Al" poster, likely created in the early 1960s, as part of a larger campaign to promote Israel’s national airline. The poster, with its bold, flat colors, presents a stylized image of a stewardess set against a vibrant red background. This representation of a stewardess isn’t just about selling flights. It subtly embodies the aspirations and the projected image of the newly formed state of Israel. The stewardess, neatly dressed and smiling, is a figure of modernism and efficiency, meant to evoke trust and convey a sense of global connectedness. Consider the role of women during this period, often presented as symbols of national identity and progress. David’s image walks a fine line between traditional expectations and the evolving role of women in a rapidly changing society. The poster taps into the emotional desire for belonging, promising not just a journey but a connection to homeland and heritage.