Hora De Brien, from National Dances (N225, Type 1) issued by Kinney Bros. 1889

This small chromolithograph from around 1869 was produced by the Kinney Brothers Tobacco Company as one of a series of collectible cards. It shows a woman in what is presented as traditional Romanian costume, performing the ‘Hora De Brien’ dance. These cards were inserted into cigarette packs as a marketing strategy, and they reflect the late 19th-century American fascination with exotic cultures. The image flattens cultural complexities into easily digestible stereotypes. The Kinney Brothers, as a commercial enterprise, were less interested in authentic representation and more invested in creating eye-catching imagery that would sell their product. The dance is called ‘Hora de Bren’ not ‘Brien’. This mis-spelling of ‘Bren’ or ‘Brenului’ is telling of the degree of exoticization that is taking place. Understanding this image requires us to look beyond its surface appeal. The image becomes a window into the social and economic forces that shaped its production. Research into advertising history, cultural studies, and the history of tobacco companies can shed light on its deeper meanings.