Emily Rigl, from World's Beauties, Series 2 (N27) for Allen & Ginter Cigarettes 1888

This small card was printed by Allen & Ginter, a Richmond, Virginia cigarette company, as part of a series called “World’s Beauties.” The chromolithographic process allowed manufacturers like Allen & Ginter to produce collectible cards on a mass scale, inserting them into cigarette packs to boost sales. Looking closely, we can see that chromolithography involves using multiple lithographic stones, one for each color, to build up a layered image. Consider the texture of the card, the way the colors overlap, and the slight misalignments, all of which speak to the industrial process behind its making. This was an era of rampant consumerism, and these cards were essentially small-scale advertisements, enticing customers to purchase more cigarettes in hopes of completing the set. The mass production and distribution of these cards also reflect broader social issues of labor, politics, and consumption in the late 19th century. By considering the materials, making, and context of this card, we can appreciate how it challenges traditional distinctions between fine art and craft, highlighting the intersection of art, commerce, and popular culture.