Hidden in plain sight: advertisements for Jewish ritual objects in Germany, 1871–1933

Abstract

ABSTRACT Jewish ritual objects are rather niche products and yet, the advertisements, as well as other factors, indicate an industrial scale production during the German Second Empire (1871–1918) and the Weimar Republic (1918–1933). As I will argue, these advertisements provide us with intriguing insights into the Jewish community, and how German Jewry was perceived by the non-Jewish population. Especially when companies used methods of ethnic marketing, I surveyed how they addressed the different strata of the Jewish community. In addition, some company advertisements bear traces of an understanding of Judaism on equal footing with Christian denominations. Yet, I also find hints of industrial overproduction which, as I argue, might have been stimulated by stereotypes of Jews. Perhaps in response to the overproduction, some retailers advertised Jewish ritual objects as “decorative” rather than religious items, and therefore veiled their link to Judaism. While this might have been a protective measure against anti-Semitic slurs, it ties in well with the observation that producers and retailers might have expected higher sales. Overall, analysing advertisements for Jewish ritual objects helps us to develop a more nuanced understanding of the positioning of Jewish consumers within the market in Germany before the Shoah.