The Dial American Indian Poster Showing Traditional Homelands of Over 100 Tribes

An unusual marketing attempt during a period of significant Native American activism.

This visual celebration of indigenous culture in America was illustrated by George Armstrong and published by Rand McNally & Company in 1972. Possibly issued as a promotional item for Dial soap (based on the title), the educational map looked to capitalize on a contemporary swell in interest in Native American history. The establishment of the American Indian Movement (AIM) in 1968 led to an increase in awareness and public debate, culminating in a two-year occupation of Alcatraz that ended in 1971.

Dozens of tribes are labeled throughout the image, categorized into a handful of broad groups (named in red). Colorful vignettes showcase indigenous architecture, clothing, religious items, and handicrafts. Text and portraits on the verso describe ten great Indian leaders, including Pontiac, Tecumseh, Black Hawk, Quanah Parker, and Red Cloud.

Despite being a ‘mass-produced’ commercial publication, the map is uncommon and ephemeral. Only two copies are noted in OCLC, at the Library of Congress and the Albuquerque Public Library. OCLC# 5416065