Batger and Co's Colonial Crackers

Here, Batger's and Company are using a politician to identify their colonial connections. Joseph Chamberlain was the most powerful Colonial advocate of his day and would have been instantly recognisable as such. The use of his picture would have linked their product, and its unmistakable name, to the British Empire with all that that entailed. It is interesting to note that the One flag, One Empire theme must only have projected itself to the white dominions. The coats of arms of the Indian and African colonies are conspicuous by their absence.

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by Stephen Luscombe