From the series "Sports Girls" (C190), issued by the American Cigarette Company, Ltd., Montreal, to promote Gloria Cigarettes 1885 - 1895

This small lithograph was printed by the American Cigarette Company of Montreal to promote Gloria Cigarettes. Issued as part of the "Sport Girls" series, the image presents a woman dressed in a vibrant costume that blends elements of military dress with that of a jester. It was a time when tobacco companies widely used collectible cards as marketing tools. These cards often depicted idealized images of women, sports figures, and exotic landscapes. What’s interesting about this card is the way it hints at the evolving role of women in North American society, particularly in Montreal at the turn of the century. Here, the "sports girl" is styled with what we might read as masculine attire, although her gentle features and upward gaze maintain a link to traditional femininity. This was a period of intense debate about women's suffrage and labor rights, and so the image participates in a public discussion about women's identity. Looking at this card prompts us to ask broader questions about the power of advertising and how companies shape cultural norms. Examining publications, advertisements, and other media from this period is crucial for understanding its complex social dynamics.