Common Time March, from the Parasol Drills series (N18) for Allen & Ginter Cigarettes Brands 1888

This small chromolithograph was printed in the United States as a collectible insert for Allen & Ginter Cigarettes. Part of the “Parasol Drills” series, it represents a fashionable woman posed with a closed umbrella, like a rifle in a military parade. Printed ephemera like this offers a glimpse into the commercial culture of the late 19th century, in which tobacco companies sought to brand their products for a burgeoning consumer market. These cards also give us a sense of the period’s gender politics. Here, it's about women’s role in the public sphere. The illustrated woman presents a demure and stylish figure, but the series title “Parasol Drills” hints at the militarization of everyday life, inviting viewers to think about women's participation in civic life. To learn more, look at advertising history and gender studies resources. Considering the social and institutional context helps us interpret this artwork.