Emma Warde, from the Actresses series (N245) issued by Kinney Brothers to promote Sweet Caporal Cigarettes 1890

This is a promotional image of Emma Warde, an actress, produced by the Kinney Brothers Tobacco Company to advertise Sweet Caporal Cigarettes. These cards were made popular in the late 19th century through mass production and distribution. The image participates in a cultural fascination with celebrity, using Warde's fame to sell tobacco. Note that the image presents her in traditionally masculine clothing. This androgynous style could have challenged the rigid Victorian gender norms. The popularity of the image shows that ideas about gender were already beginning to shift, even if social structures were slow to change. To understand this image fully, it helps to look at theatre and media history. We could investigate archival sources such as playbills and newspapers to learn more about Warde and her audience. By investigating the economic history of tobacco, we can contextualize the role of advertising in the shaping of consumer culture. This image is a window into the social changes of its time, and highlights the importance of placing art within a specific social and commercial context.