Forefather's Day, United States, from the Holidays series (N80) for Duke brand cigarettes 1890

Editor: This small print, "Forefather's Day, United States," made around 1890 by W. Duke, Sons & Co. using coloured pencil, portrays a figure walking against a wintry backdrop. The texture gives it a unique, almost nostalgic feel. What jumps out at you about this piece? Curator: The most striking aspect to me is the context: a cigarette card depicting an idealised past. We need to examine the means of production, the labor involved in both creating the artwork and manufacturing the cigarettes themselves. The card serves as advertising, designed to evoke a sense of American heritage to sell a product, it normalises the presence of tobacco. Editor: So you are suggesting it's not just about the aesthetic value but also about the consumer culture it promotes? Curator: Precisely. The impressionistic style, made with coloured pencil, is reproduced en masse. It blurs the boundaries between high art and commodity, and is designed to circulate within the economy, further perpetuating that consumerism. What appears picturesque actually embodies labor, exploitation, and the shaping of cultural identity through marketing. This tiny drawing is testament to the vast manufacturing operation behind Duke’s cigarettes. Editor: That definitely shifts my perspective. I was initially drawn to the imagery, but your focus on the means of production really highlights the commercial context. Curator: And that context is key to understanding its cultural work. Think about the distribution chains, the social practices around tobacco, and who had access to such cards. Editor: I see now. It’s a reminder to look beyond the surface and consider the socioeconomic factors at play in art and its distribution. Curator: Exactly. A single image can reveal the mechanisms of industry.