Mackerel, from the series Fishers and Fish (N74) for Duke brand cigarettes 1888

This is a small lithograph of a mackerel, part of the "Fishers and Fish" series made by Knapp & Company for Duke brand cigarettes. These cards were included in cigarette packs, acting as both advertising and collectibles. Their popularity reflects the rise of consumer culture and mass production at the turn of the century. These images offered glimpses into the natural world, framing it within the context of commercial exchange. The series romanticizes labor, while eliding the realities of the fishing industry. Consider the cultural associations that were linked with smoking and masculinity during this era. By depicting images of nature and labor on cigarette cards, tobacco companies sought to associate their products with notions of ruggedness, adventure, and national identity. The image of the Mackerel, a fish often associated with sustenance, further plays into this narrative. It invites us to consider the complex relationship between commerce, representation, and cultural values in shaping our understanding of the world around us.