Card 898, Lena Johnston, from the Actors and Actresses series (N45, Type 2) for Virginia Brights Cigarettes 1885 - 1891

This card from the Actors and Actresses series was made in the United States for Virginia Brights Cigarettes. Cards such as this one are revealing of the institutional structures of the late 19th century. As literacy rates rose, both the publishing and the advertising industries blossomed. The commodification of celebrity went hand in hand with the increased visibility of performers in the popular press. In this card, the actress Lena Johnston appears as a demure figure, presented as a wholesome and elegant image to be collected. The theatrical profession was not always seen as respectable at this time, and so it is interesting to see the image of an actress used to promote a product in this way. To better understand the context of this image, researchers might consult archives of popular magazines and newspapers. This helps us to see how the image of the actress was being shaped by the forces of commerce.