UC Berkeley Library

Cohen's Advertising Scheme (1904, silent)

Directed by Edwin S. Porter. Cohen's advertising scheme: This is perhaps the earliest cinematic example of the Jewish stereotype known as the "scheming merchant," a familiar caricature from theater and literature. In this typical one-shot gag film Cohen, a Jewish shop owner, hits upon a new advertising scheme: tricking a passerby into buying a coat on which he hangs a large sign advertising his store on the back. 14 min. ;