Astegianis, from the Actors and Actresses series (N171) for Old Judge Cigarettes 1886 - 1890

Editor: This has such a sepia-toned softness to it, almost like looking through a vintage dream. Curator: Exactly! We're looking at "Astegianis, from the Actors and Actresses series (N171) for Old Judge Cigarettes," made between 1886 and 1890 by Goodwin & Company. It is a promotional image, primarily a photographic print, intended to be collected and traded with cigarette packs. Editor: Cigarettes, wow! It’s quite the juxtaposition, this ethereal ballerina juxtaposed with the grittiness of a tobacco product. What was the technique used to produce this promotional artwork? Curator: They would have begun with photography, making use of established conventions for figuration and portraiture from academic art to represent stage performers. It was then mechanically reproduced in these small, portable formats meant for mass consumption, with special attention to creating the desired brand associations with artistry and glamour. Editor: It’s incredible how this tiny image circulated, influencing tastes and perceptions of artistry within the general population. One wonders if those who purchased cigarettes felt some connection with "high culture" through this readily available image? Curator: That’s absolutely the goal! They are selling aspiration. By putting Astegianis in every pack, Goodwin and Co. blurred the lines between commerce, art, and even celebrity, normalizing access to idealized images. The material reality is a cheap, mass-produced insert; the desired impact is sophistication and an association with the world of the stage. Editor: So it's about manufacturing a kind of democratized “elite” culture for consumers? I suppose it is another example of the power of visual culture influencing identity, and a nice comment about how marketing tactics worked, even back then. Curator: Precisely. The value wasn't intrinsic; it was assigned. These objects show the dynamic and clever methods through which brands try to ingratiate themselves into daily life and influence our perceptions of value. Editor: What began as an image from a cigarette card has become an invaluable key to unlock this aspect of late 19th century socio-economics. Curator: That´s the story material tells.