This advertisement for Tnuva cheese is a photograph of a colourful variety of hard cheeses displayed on a table. The cheeses include hard (yellow) cheeses (Gad and Tal HaEmek), a Roquefort cheese (Galil), and a smoked sheep milk cheese (Bashan). The poster was designed by Otte Wallish. The names of most of the cheeses refer to various settlements in the North of Israel.
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Dairy on Shavuot - The Shavuot custom of eating dairy food first appeared in Rabbi Isaac Tyrnau’s Sefer haMinhagim - Book of Customs printed in 1566; however, the reason for the tradition is not explained. Over the subsequent years, a number of religious sources elaborated on reasons for the custom. Rabbi Israel Meir Kagan, also known as Chafetz Chaim, dated the tradition back to Mount Sinai. When the Jewish People received the Torah on Shavuot, they became bound by the laws of Kashrut which included complex laws of ritual slaughter. Due to the length of time it took to prepare the meat, the Jewish People were forced to eat a dairy meal to celebrate the giving of the Torah.
Another explanation is that the Torah, which was received on Shavuot, is compared to milk: “ Like honey and milk [the Torah] lies under your tongue” (Song of Songs 4:11).
Otte Wallish - The Tnuva logo that is shown in the photograph, created in the 1930s by the designer Otte Wallish (1903–1977), considered the first Hebrew graphic designer, contains the letters “T” in English and “ת” (taf) in Hebrew. Wallish’s designs include the calligraphy of the Israeli Declaration of Independence, the first logos of Israeli manufacturers Tnuva and Osem, and the first Israeli postage stamps.
Tnuva - The food company Tnuva was founded in 1926, when the leaders of the kibbutz movement decided to form cooperatives to distribute and export several types of food products. Tnuva was created to market dairy products and later also meats and soon became the largest food manufacturer in IsraelSince 2014, Tnuva has been owned by a Chinese state company.
The Israeli Diet - The Israeli diet is a Mediterranean diet that is greatly influenced by its abundant agricultural produce. Due to Israel’s rich diet of fresh fruit and vegetables and its wide variety of dairy products, it is considered one of the healthiest in the world.
Hebrew teachers can use this advertisement when teaching different food vocabulary.
This advertisement can also be used in Israel Studies lessons when discussing Israeli agriculture and diet.
It can also be used when teaching about nutrition and diet in Science lessons.
Jewish Studies teachers can use this advertisement prior to Shavuot, when it is customary to eat dairy foods.
Geography teachers can use this advertisement to discuss Northern Israel.
What is being advertised in the poster?
Describe the picture.
What company is being advertised?
Describe the company’s logo.
Reading Between the Lines
What is the message of the poster?
What is the feeling conveyed by the illustration?
When do you think the poster was created? Explain your answer.
Look carefully at the names of the cheeses. Why do you think Tnuva chose these names?
Look at the cheeses in the advertisement and read about them in Tnuva’s product list. Which cheeses do you think you would like? Which do you think you would not like? Explain your answer.
Look at other posters from the Otte Wallish collection. What do they have in common? What impression do they have on you? What do they remind you of?
On which Jewish festival is it customary to eat dairy food and why?
Pick one of your favourite foods and create a poster encouraging people to eat more of it.
Collect cheese recipes from friends, family, or the internet. Make a small booklet of cheese recipes that could accompany the poster in a Tnuva advertising campaign. In order to launch your booklet, cook one of the recipes and share it with your family or class.