Tiki was very popular in advertising
during the middle of the 20th century, as Americans became more infested in
travelling to Hawaii and nearby islands. Airlines used exotic designs to
encourage customers to make a 'visit to
the nearby paradise'. On their adverstising posters, Hula dancers beckon from
the island waiting to serve the American customers, with the 'clipper airline'
in the background.
The design above makes use
of Tiki style for a CD of 'Exotic
Instrumentals' showing a a cheekily dressed wahine
in the front of exotic leaved woods with the slogan 'Hawaii calls to you'. This
is a typical example showing that
wooden, carved sculptures and women were the most used motifs in tiki advertising. The flowered dresses of
the girls and the carved sculptures are like an instant reminder of a relaxed
holiday were beautiful women care for your wellbeing . They are the Icons of the advertising
Posters from the 1940s to the 1960s.
Advertising, influenced by
Tiki was often also for Tiki themed
Bars, Restaurants or Hotels. They tried to take people from their daily life into
a little hawaiian paradise, using all
the iconic images that are related with this life style. Bamboo, dark wood,
carved sculptures, Palm trees, jungle music and pretty wahines were the
essentials.
I think sexuality played an
important part within the phenomenon and increased the interest even more in it. As it has always been an effective way to
advertise all sorts of products or services it worked well for Tiki too. Bar
posters, Holiday adverts or Album covers often show a good looking waitress, wahine or similar attracting mainly
male as well as female customers.
During the 1950s
emancipation of women was minimal as it is still often nowadays, men usually decided
for their women where they were to go
during their leisure time, so
that was another aspect that made the concept more successful than it would
have been had the imagery been more general in nature.
The exotic fantasy of Wahines has been in the minds of Western men since the polynesian island were discovered. The
image above shows pictures of models
posed as wahnie featuring everything a
mans mind relates to the cliche of being on a foreign island - beautiful and
willing women, wooden carved sculptures and hawaiian flower necklace.
A typical waitress outfit for tiki themed bars, lightly dressed
with dark hair decorated with a flower posing next to one of the special
cocktail mixers , tiki is known for.
A men's magazine called 'Taboo' in 1950, showing a Wahine look alike
in a leopard print bikini.
