Commercial flyers for selling beverages
This is a picture of a commercial advertising flyer showing images of drinks called “Back Home Beverages.” The flyer has a bright background with green trees, a bright sun, and clear, blue skies that resemble the nature of the Caribbean. I found this, along with other flyers, at “Golden Krust,” a restaurant on Flatbush Avenue. They are given out to people to promote the selling of the product. The imagery used and the name of the product is meant to remind people of “home” and to relieve those who are nostalgic. Such commercial art has a huge purpose in strengthening identity of Caribbean immigrants in New York. If they have a taste from “back home” with the flavors they like, they are less likely to forget their culture and identity. Although immigrants confront challenges in the United States, Jerome Teelucksingh (2010) notes that they are more likely to be successful if they experience tastes of their own cultures in the new societies by attending Caribbean celebrations such as Carnival, going to Caribbean dances, eating food associated with certain regions and listening to Caribbean music. In this case, drinking beverages with flavors from home (listed below) might be reducing their feelings of alienation and fortifying their feelings toward having a Caribbean identity.
Flavors: Mi Grandmother’s Sorrel, Mi Granddaddy’s Peanut Punch, Mi Aunty Irish Moss, Mi Cousin Fitzroy, St. Andrew’s Soursop, Island Lime, Island Cucumber, Island Breeze Iced Tea, Mango Twist, Tropical Ginger Punch, Ginger Beer, Mauby.
Store-front advertisements
I took this image during the walk on Flatbush Avenue, displaying an advertisement stand placed in front of a local store in the neighborhood. The image of the stand has animated art that illustrates a Caribbean family talking on the phone, with the window behind them reflecting the Caribbean nature of bright colors, palm trees and clear sky. There is also text on the top stating, “Send minutes back home to Jamaica or Guyana here” with the name of a popular cellphone company, Digicel, from the Caribbean. The graphic illustration with text and bright colors is a type of commercial art that is used to not only sell the minutes, but to also remind the people of their transnational ties to home and strengthen the communication between them overseas. Holding on to these ties and networks overseas reinforces the identity of Caribbean immigrants in New York. Sending minutes and money back home makes it easier for relatives in the Caribbean to contact those living in NY, which helps strengthen transnational connections and kinships.
Apparel Stand with different types of clothing and flags.
This picture was taken in front of the Flatbush Caton Market, a mall-like place that has merchants and individual small businesses selling different types and kinds of products. The whole place provides a taste from the Caribbean, its people and its products. The image illustrates different apparel products that were being sold including shirts, shorts, bathing suits and other clothing. Besides the flags that were being sold separately, all clothing was of bright colors and had different Caribbean flags drawn on them. The art on these products promotes pride for their countries which, in turn, strengthens their Caribbean identities even when they are away from home. When more than one person uses these similar meaningful and artistic products, they establish connections among themselves. Winston Huggins (1996) notes that New York is a cultural center and a second home for the Caribbean population. This is because it is a place where they are able to interact and learn more about each other through the Caribbean medias, concerts, cultural celebrations as well as everyday interactions at school, work and even in the streets. Daily interactions especially in streets are promoted and escalated by the selling of the described products that reflect Caribbean heritage and identity.
