Looking Out for Number One, from the Jokes series (N87) for Duke brand cigarettes 1890

This small chromolithograph was produced in the United States, sometime between 1870 and 1920, as an advertising card for Duke brand cigarettes. The image is entitled ‘Looking Out for Number One’, and it depicts a smartly dressed woman trying on shoes, aided by a moustachioed shop assistant. In its time, tobacco companies competed for market share through advertising, and these cards were collected and traded like baseball cards. The joke series was very popular, and this card plays on the vanity of the upper classes; the implication being that those who can afford such luxuries have a sense of self-importance. Such commercial ephemera offer valuable insights into the social norms and values of a bygone era, providing a window into the lives and aspirations of ordinary people. By examining sources like trade cards, periodicals, and census records, we can piece together a richer understanding of the cultural landscape that shaped both artistic production, and consumer habits.