Private, Hawkins Zouaves, 9th Regiment, New York Vet., from the Military Series (N224) issued by Kinney Tobacco Company to promote Sweet Caporal Cigarettes 1888

This small chromolithograph was produced by the Kinney Brothers Tobacco Company around the 1880s as a promotional item for Sweet Caporal Cigarettes. It depicts a soldier from the 9th New York Volunteer Infantry, known as the "Hawkins Zouaves," in their distinctive uniform. The image creates meaning through its visual codes, referencing a specific unit and time period, the American Civil War. The Zouaves, with their unique North African-inspired uniforms, were initially intended to boost recruitment by invoking a sense of exoticism and adventure, while also referencing the French colonial presence in North Africa. This card, like others in the series, reflects the post-Civil War fascination with military history and valor. Tobacco companies, as commercial institutions, tapped into this cultural interest. The availability of such images also speaks to the rise of consumer culture and mass production in the late 19th century. To understand this image better, we can look at military records, fashion history, and the history of advertising. Art's meaning is contingent on its social and institutional context, and historical research helps illuminate these connections.