Card Number 23, Van Asten, from the Actors and Actresses series (N145-2) issued by Duke Sons & Co. to promote Cross Cut Cigarettes 1880s

Card Number 23, Van Asten, was produced by W. Duke, Sons & Co. around the turn of the 20th century, using photographic and chromolithographic techniques. Far from traditional art materials, paper cards like these were churned out en masse to promote Cross Cut Cigarettes. The sepia-toned photograph, likely taken in a studio, would have been transferred to lithographic stones, one for each color. These stones, meticulously engraved by skilled laborers, allowed for the mass production of these cards. The result is a delicate, miniature portrait, cheaply made yet carefully composed. This card is less about artistry and more about the burgeoning culture of consumerism. The company was not only selling cigarettes, but also a vision of entertainment, celebrity, and aspiration, all neatly packaged and readily available. The amount of labor involved in the photography, printing, and distribution processes speaks to the scale of industrial capitalism at the time. Ultimately, this humble card reveals how materials, making, and context intertwine to shape our understanding of art and its role in society.