Backward Knee Swing, from the Gymnastic Exercises series (N77) for Duke brand cigarettes 1887

This chromolithograph, "Backward Knee Swing," was produced by W. Duke, Sons & Co. in the late 19th century as part of a series of collectible cards included in their cigarette packs. These cards were meant to stiffen the packaging and advertise the brand, but also reflected a growing interest in physical culture. At a time when industrialization and urbanization led to more sedentary lifestyles, gymnastics and other sports were promoted as a way to maintain health and vitality. The image of a woman performing this gymnastic feat speaks to changing social attitudes towards women's roles and capabilities, even if confined to the realm of advertising. To understand this image better, we can delve into the history of advertising, the rise of consumer culture, and the social history of sports and leisure in America. Through such investigations, we recognize that even seemingly simple images like this one carry layers of social and cultural meaning.