Card 337, Rhea, from the Actors and Actresses series (N45, Type 1) for Virginia Brights Cigarettes 1885 - 1891

This albumen silver print, “Card 337, Rhea,” was made in the United States by Allen and Ginter for Virginia Brights Cigarettes in the late 19th century. The card is from a series depicting actors and actresses. But why were images of performers used to sell cigarettes? These cards emerged during a period of rapid industrialization and urbanization, where the rise of consumer culture intertwined with the burgeoning advertising industry. Tobacco companies used these cards to promote their brands, capitalizing on the popularity of actors and actresses to appeal to consumers. Collecting and trading these cards became a social activity, fostering brand loyalty and contributing to the commodification of culture. Further research into the archives of advertising history and social studies of tobacco consumption can shed light on the cultural and economic forces that shaped the production and reception of these collectible cards. We see how art is contingent on social and institutional context.