Roman Horn, from the Musical Instruments series (N82) for Duke brand cigarettes 1888

Editor: This is "Roman Horn, from the Musical Instruments series (N82) for Duke brand cigarettes," a lithograph from 1888 by W. Duke, Sons & Co. What strikes me is how this beautiful woman and instrument are used to advertise cigarettes. It's such a juxtaposition. How do you interpret this work? Curator: Well, it's critical to unpack the visual strategies employed here within the socio-political landscape of the late 19th century. Cigarette cards, like this one, participated in a burgeoning consumer culture that increasingly commodified everything, including femininity. Consider how the female form, presented in an idealized manner, becomes intrinsically linked to the consumption of tobacco. How do you think this association might play out? Editor: I guess it tries to make cigarettes seem glamorous or high class. The woman looks elegant, like buying these cigarettes is an aspirational thing. Curator: Precisely. Now, let's also consider the implied power dynamics. The woman, arguably objectified here, becomes a tool to entice male consumers. The male gaze is ever-present in these sorts of commercial images. What kind of ideology does this reinforce? Editor: An ideology where women are secondary or decorative, I suppose, where their main purpose is to serve as something pretty to look at to sell a product to men? Curator: Exactly. And, while seemingly innocuous, these images subtly perpetuated unequal power relationships, reinforcing existing social hierarchies regarding gender, class, and even race within advertising practices of the period. So, by analyzing this seemingly simple cigarette card, we uncover a complex interplay of commerce, gender politics, and societal values. What do you think you'll take away from looking at this work? Editor: It's really opened my eyes to how even something like a cigarette card can be analyzed for social messaging. Curator: Absolutely. Questioning the everyday visuals surrounding us reveals deeper cultural currents shaping our world.