Card Number 245, May Lewis, from the Actors and Actresses series (N145-7) issued by Duke Sons & Co. to promote Duke Cigarettes 1880s

Card Number 245, May Lewis, from the Actors and Actresses series was issued by Duke Sons & Co. to promote Duke Cigarettes around the turn of the century. These cards, akin to modern-day trading cards, offer a glimpse into the cultural values of the time, particularly regarding gender and celebrity. Portraying actress May Lewis, the card reflects the era's fascination with stage performers, but it also reveals the commodification of women's images in burgeoning consumer culture. The actresses, often adorned in elaborate costumes and poses, were reduced to mere objects of desire, used to sell cigarettes to a predominantly male audience. This commercialization of femininity underscores the limited roles available to women in the public sphere at the time. May Lewis’s image becomes intertwined with notions of beauty, fame, and the male gaze. Consider how such images contributed to shaping societal expectations around gender and beauty. How might Lewis have felt being reduced to an advertisement? These cards prompt us to reflect on the complex interplay between identity, representation, and consumption in the early 20th century, shedding light on the historical roots of contemporary issues surrounding gender and media.