lithograph

Arbuckle Bros. Coffee Japan Advertising Card

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Vibrant Victorian trade cards stuck out among a sea of black and white advertising. In the early age of engraved mass publications, chromolithography ushered in a new era of visual media.

Trade cards were popular advertising materials from 1875 to 1900. Typically businesses printed text-heavy advertising copy on the reverse of the card, saving the obverse for an image.

Here, Arbukle Bros. Coffee produced a 50 card set depicting around-the-world travel. This trade card highlights Yokohama, Japan, a treaty port city popular among 19th century tourists.

In reality, the card shows stereotypical imagery of Japan, including costumes, landscapes, and professions easily identifiable to foreign travelers.

The Buddhist icon is unidentified, but this card reveals generic Buddhist imagery was closely connected to the popular image of Japan.

The Buddhas in the West Material Archive is a digital scholarship project that catalogues artifacts depicting Buddhist material culture for Western audiences. It’s comprised of prints, photos, and an assortment of ephemera and other objects. For a brief introduction to this archive, visit the main Buddhas in the West project page.

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D.A. Ahuja’s Postcard Buddhas

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At the turn of the twentieth century, D. A. Ahuja was chronicling Burmese Buddhist culture in stunning color.

Operating out of Rangoon (modern Yangon) Ahuja published some of the highest quality picture postcards in Asia.

Ahuja outsourced printing to Germany, the commercial center of postcard printing worldwide. By 1903, German printing houses were putting out two postcards for every human on the planet.

These German firms used a lithographic-halftone hybrid process, first applying layers of color using a lithographic substrate and then applying a black halftone screen. Only the final key plate carried the fine black detail of the photograph.

Despite having his name imprinted on the reverse of the card, Ahuja either licensed or pirated this image from a competitor, Philip Klier, who used this photo on earlier black and white postcards.

A handful of Ahuja’s postcards can be viewed at the New York Public Library website: https://tinyurl.com/z9np5myb.

The Buddhas in the West Material Archive is a digital scholarship project that catalogues artifacts depicting Buddhist material culture for Western audiences. It’s comprised of prints, photos, and an assortment of ephemera and other objects. For a brief introduction to this archive, visit the main Buddhas in the West project page.

For Related Buddhas in the West Posts Featuring D.A. Ahuja Postcards:

For the Most Recent Buddhas in the West Posts: