This chromolithographic advertising broadside is a vivid promotional work produced by A. De Felice & Co., a citrus agrarian company based in Rodi, then part of Italy (modern-day Rhodes) and Messina (Sicily). Printed by Folletto of Naples, the broadside highlights the company’s products and achievements while employing a striking and idealized portrayal of frontier life in the American West.
At the center of the composition, two Native American figures are depicted in a dramatic and romanticized manner, seated on a globe, and surrounded by lush citrus branches laden with fruit. One figure holds a bow and arrow, evoking themes of nobility and strength, while the other sits in regal attire. Flanking this central scene are vignettes of cowboys and Mexican vaqueros, engaged in quintessential frontier activities such as herding cattle and riding horses. These figures are set against a pastoral backdrop of the American frontier, blending action and natural beauty.
The lower portion of the broadside prominently displays the name of the citrus company, A. De Felice & Co., along with its location in Rodi-Messina (Italy). Accolades for the company’s products, including medals awarded at Paris (1889), Edinburgh (1890), New York (1892), and Chicago (1893), further enhance the advertisement’s message of international recognition and high quality. The chromolithography, with its bold and vibrant colors, exemplifies the late 19th-century trend of producing visually arresting advertisements designed to captivate viewers.
This broadside is part of a broader advertising campaign by the Società Agrumaria De Felice, which utilized historical and cultural symbols to elevate the brand’s image. The inclusion of New World imagery, such as Native Americans and vaqueros, alongside classical Old World references, reflects a transnational marketing strategy. By incorporating iconic American symbols and figures, such as Native Americans, the company sought to evoke associations with adventure, authenticity, and the exotic. This approach reflects the widespread fascination with the American West in 19th-century Europe and its use as a creative tool for marketing.
In addition to its promotional purpose, this broadside serves as a cultural artifact, illustrating the interconnectedness of global trade and the innovative marketing strategies of the period. The juxtaposition of American frontier imagery with the promotion of Italian citrus products underscores the blending of local industry with global appeal, revealing the inventive ways companies leveraged cultural symbols to reach an international audience.