Trade Card for G. Testolini, Engraver, Printseller and Frame Maker 1800 - 1900

This trade card was made by Gaetano Testolini, an engraver, printseller and frame maker, around 1814. The composition neatly organizes a plethora of information within a decorative border, balanced with allegorical figures. The textual elements, rendered in elegant script, fill the space, advertising Testolini's London shop. Flanking this, we see classical figures which act as semiotic devices. To the left, a draped figure points to a cartouche containing the words: “Approved Copying, in Every Style.” On the right, a nude putto with artist's palette and canvas symbolizes creative pursuits. Above the putto are two cherubic figures. These elements speak to the cultural codes of the time, using classical imagery to signal quality and sophistication. This card challenges conventional notions of advertising by elevating trade to the level of art, thus blurring established boundaries. It uses the language of classical art to promote commerce, engaging in a discourse about value, representation, and the spaces they occupy.