King's Birthday, The Netherlands, from the Holidays series (N80) for Duke brand cigarettes 1890

This small card was printed by W. Duke, Sons & Co. as an advertisement for their brand of cigarettes. Its vibrant colors were achieved through chromolithography, a process that involves using multiple lithographic stones, each inked with a different color, to create a layered image. The smoothness of the card belies the complex labor involved in its making. From the artists who created the original design, to the skilled workers who prepared the lithographic stones, to the factory workers who operated the printing presses, each stage required specialized knowledge and a collaborative effort. The image itself depicts a festive scene of King's Birthday in the Netherlands. Yet, the card’s true purpose was to promote a product, linking national pride with consumption and leisure. The card invites us to consider how printed ephemera like this one played a role in shaping cultural values and consumer habits.