Ulysses S. Grant, from the series Great Americans (N76) for Duke brand cigarettes 1888

This small portrait of Ulysses S. Grant was included in packs of Duke brand cigarettes. These cards, produced in the late 19th century, were intended to stiffen the cigarette packs, and boost sales. The image itself presents Grant as an icon of American history. Visual codes such as the American flag, laurel wreath, and crossed swords are carefully deployed to associate Grant with victory and patriotism. Mass produced, they became powerful tools for shaping public opinion. But these images are far from neutral. They reflect the social conditions of their time, in which industrial capitalism, personified by the Duke tobacco company, was expanding rapidly. The company’s boast that it was the ‘largest cigarette manufacturer in the world’ reflects the growing importance of marketing and advertising in American life. To understand the deeper meanings of this image, we need to consider the social and economic forces that shaped its production. Only then can we begin to grasp its full significance.