Absences and Silences: The Representation of the Tea Picker in Colonial and Fair Trade Advertising

Abstract

Ethical consumption as a form of consumerism suggests that there can be a benign form of globalization where consumers can effect positive change by exercising the ‘choice’ of opting for fair trade. In marketing this choice, fair trade advertising of tea, cocoa and coffee in particular has adopted the image of the smiling and happy worker from the global South, often in their working environment and testifying by their presence and their smile to the ethical and moral nature of the product. They therefore condone our consumption as moral pleasure. This essay explores the history of this image in colonial advertising and considers how the smile works in contemporary advertising to silence these workers who are unable to ‘speak the truth about themselves’ (Michel Foucault interviewed by Gerard Raulet).