Where Are You Going My Pretty Maid, from the Illustrated Songs series (N116) issued by W. Duke, Sons & Co. to promote Honest Long Cut Tobacco 1893

This color lithograph was produced in America between 1870 and 1920 by W. Duke, Sons & Co. as a promotional item for Honest Long Cut Tobacco. Advertisements like this offer an invaluable window onto the cultural values of the Gilded Age. This image presents us with a romanticized vision of rural life. A young woman, possibly a milkmaid, is captured mid-stride, her rosy cheeks and coy smile directed towards the viewer. The text below borrows from a popular folk song and invites consumers to associate this wholesome image with the tobacco brand. The tobacco industry played a significant role in the economic and social life of the time, and manufacturers often employed advertising strategies that tapped into prevailing social attitudes. These visual codes reflected a desire to promote a specific vision of American identity. Examining trade catalogs, company records, and other archival materials can reveal the strategies employed by businesses to shape public perception and promote consumerism.