The Swedish Institute’s exhibition ”More than Marketing” has now reached Egypt.
This specifik exhibition has the title “Communicating the Swedish and Egyptian Ways” and includes an Egyptian part specially collected for the show at Alexandria Library.
Thanks to its ability to stay current, advertising reflects a particular era to a greater degree than many other cultural manifestations. Beyond the commercial aspect, it adapts to and confirms established notions and norms. Stereotypes and preconceptions are much used and advertising is often criticized for being trivial and superficial. But it is by no means merely a matter of selling things, and the messages conveyed are neither harmless nor unimportant. The exhibition runs from December 19, 2016 to January 21, 2017.
The Swedish content of the exhibition was previously shown in France, Germany, Argentina, Colombia and Poland.