Serbia, from the Natives in Costume series (N16), Teofani Issue, for Allen & Ginter Cigarettes Brands 1886 - 1900

This is a promotional card for Allen & Ginter Cigarettes portraying a Serbian native in traditional costume. The figure is carefully placed against a background landscape, creating a scene that is both informative and aesthetically engaging. Note how the artist uses colour to delineate different aspects of Serbian identity. The vivid reds and yellows in the costume contrast sharply with the subdued greys and browns of the trousers and the backdrop. These sartorial choices emphasize cultural identity and situate the figure in an almost theatrical space. The semiotic play here is quite complex. The costume serves as a signifier of Serbian culture, yet it is presented within the context of American consumer culture. This tension between representation and commodification invites us to consider how cultural identities are framed. The card becomes a space where visuality intersects with commercial messaging, prompting us to question fixed meanings and contemplate the ever-shifting landscape of cultural representation.