Chief Joseph, Nez Perces, from the American Indian Chiefs series (N2) for Allen & Ginter Cigarettes Brands 1888

This small card depicting Chief Joseph of the Nez Perce tribe was created by Allen & Ginter for their cigarette brand. These cards were a popular marketing tool in the late 19th century, yet they also offer a glimpse into the complex relationship between commercial interests and cultural representation. This image appears as the culmination of the Indian Wars during a period when the US government was implementing assimilation policies. It’s impossible to separate the image of Chief Joseph from the tragic history of the Nez Perce people. The card romanticizes a defeated leader, softening the harsh realities of displacement, forced assimilation, and cultural loss. It was not an attempt to honor Indigenous culture, but a way to capitalize on the public's fascination with the "exotic" and the "vanishing" Native American. As Chief Joseph stated, "From where the sun now stands, I will fight no more forever." This quote captures the sense of resignation and loss. The card exists as a painful reminder of a history shaped by power imbalances, raising questions about who has the right to represent whom, and for what purposes.