American, from the Natives in Costume series (N16) for Allen & Ginter Cigarettes Brands 1886

This small chromolithograph was printed as an advertising insert by Allen & Ginter Cigarettes in Richmond, Virginia. It depicts a man in a suit, identified as “American” on the card itself. The production of this card was intensely industrial. The chromolithography process involved creating multiple printing stones, one for each color, and layering them to create a complete image. It was a highly efficient way to generate visually appealing images in vast quantities. Allen & Ginter mass-produced these cards to stiffen their cigarette packs and entice customers, so production depended on low-wage workers performing repetitive tasks. But there's an irony here. The image seems to celebrate the idea of ‘American’ identity, while its production relied on industrial labor. This reveals the complex relationship between consumer culture, national identity, and the exploitation of labor at the time. By considering these factors, we gain a deeper understanding of the social and economic context in which this seemingly simple image was created.