Card Number 253, May Bardell, from the Actors and Actresses series (N145-2) issued by Duke Sons & Co. to promote Cross Cut Cigarettes 1880s

Editor: So, this is "Card Number 253, May Bardell," a photo print from the 1880s promoting Cross Cut Cigarettes. I'm struck by the casual pose, especially since she's in what appears to be military dress. It feels a little subversive, don't you think? What are your initial thoughts on the piece? Curator: That “subversiveness” you're sensing is interesting, isn't it? In the late 19th century, the rise of mass media fueled the cult of celebrity. Actresses like May Bardell became desirable commodities, used to endorse everything from cigarettes to soap. Consider how this image participates in the broader cultural shift towards consumerism and the public spectacle. Who benefits from such widespread imagery, and at what cost? Editor: So, you're saying her image is less about individual expression and more about fulfilling a commercial need? Curator: Precisely. Her individual agency is somewhat overshadowed by the demands of advertisement. How much control did she have over her image, its circulation, and its message? The cigarette card, although seemingly innocent, reveals the nascent power of advertising in shaping perceptions and desires. Look at the text itself: "Cross Cut Cigarettes are the BEST." What values are they selling alongside their product? Editor: Status? Glamour? It’s all a bit ironic considering smoking's health effects! So, this image reflects how consumerism intertwined with performance and celebrity in the late 19th century, creating new, often problematic, forms of public representation? Curator: Exactly. It's a window into how marketing strategies exploited and shaped cultural ideals during that era. Editor: Fascinating. I’ll definitely consider the broader social context next time I look at these types of images. Curator: And I'm reminded how even seemingly minor pieces of ephemera can reveal significant cultural power dynamics.