John Joseph "Joe" Gerhardt, from the Old Judge series (N172) for Old Judge Cigarettes 1887 - 1890

This photographic print of John Joseph "Joe" Gerhardt was created by Goodwin & Company as part of the Old Judge series for Old Judge Cigarettes in the late 19th century. It captures a moment when the commercial and the cultural became entwined. Made in the United States during a time of rapid industrialization and urbanization, baseball emerged as a popular form of entertainment, reflecting the changing social landscape. The image creates meaning through visual codes. Joe Gerhardt's baseball uniform, his confident pose, and the very fact that his image was used to sell cigarettes speak to the growing commercialization of sports and leisure. This card represents the cultural shift towards mass consumerism and the use of celebrity endorsements in advertising. Understanding this image requires delving into the history of baseball, advertising, and the social norms of the time. It's a reminder that art and commerce are often intertwined, reflecting the values and priorities of the society that produces them.