Modern Tourist Fly: The colonial tourism advertisement in the Dutch East Indies

The Dutch East Indies had become the area that was regarded as not appropriate to visit. The reason was not many places that could be seen and interesting. Stories about the plague of the illness, famine, the eruption of the volcano, the war between the ethnic group, the inhabitants’s original violence in the form of black magic and amok increased this reticence.

The Dutch East Indies government in the same period restricted the visit and carried out the special supervision to them who will carry out the visit to Dutch East Indies.

The opinion afterwards changed after the Dutch East Indies government dismissed the policy of opening the restriction on the visit, despite in practice still had the restriction. They also began to make the Dutch East Indies one of the areas of the tourist destination.

In 1908 the Dutch East Indies government formed a body that was acknowledged as Officieel Vereeniging Toeristenverkeer Bureau (was shortened by VTV) in Weltevreden, Batavia. One of the supportive factors of colonial tourism in the Dutch East Indies was the promotion.

The promotion that was carried out by means of installing the good advertisement in the magazine, tour guidebooks, the illustration of the official handbook as well as in the form of the postcard, and the poster.

This article discusses the colonial tourism advertisement in the Dutch East Indies in the period 1908-1941, especially that promoted tourism in the Dutch East Indies.

Previous studies that have discussed the colonial advertisement period, focussed on the newspaper advertisment 1870-1915 in Java (Riyanto 2000) include), the Indonesia advertisements in comic form 1940-1960 that analyzes the language and graphics (Alkatiri 2005), the shift aesthetic value in the design of printed works of Indonesia in the 20th century which discussed the historiography in print ads and books cover (Sachari 2005), the depictions of human figures on magazine advertisement in De Zweep / D’Orient and Pandji Poestaka 1922 – 1942 which analyzed the ideological colonial mass media (Gunawan 2009). In particular, these studies have not discussed the colonial tourism advertisement, especially those that promote tourism in the Dutch East Indies.

This article tries to answer the questions what was the form of the colonial tourism advertisement in the Dutch East Indies, what kind object of these advertisements and why was used this object. The sources used are taken from advertisements from the magazine, the tour guidebook, the poster, the brochure.

The complete version of these article is published in ULTIMART Jurnal Ilmu Seni & Desain, Universitas Multimedia Nusantara, Vol III, No.1, Maret 2011 under the title ‘Iklan Pariwisata Masa Kolonial di Hindia-Belanda’

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