Lancer, Spain, 1853, from the Military Series (N224) issued by Kinney Tobacco Company to promote Sweet Caporal Cigarettes 1888

This is Lancer, Spain, 1853, from the Military Series (N224), a promotional lithograph made by Kinney Tobacco Company for Sweet Caporal Cigarettes. These cards were produced at a time when the emergent technologies of mass media were being harnessed by commercial interests. The image presents us with an idealised version of a Spanish Lancer; proud and erect. His crisp uniform and well-groomed beard are the visual signifiers of military precision. But we should consider the politics of this imagery. Made in America during the latter half of the nineteenth century, this image romanticizes foreign militarism to sell tobacco products. The figure has little to do with Spanish society or culture. The historian’s role is to excavate these layers of meaning by combining visual analysis with historical research. Only then can we understand the complex relationship between art, commerce, and culture.