Benjamin Gleadell, from the Sea Captains series (N127) issued by Duke Sons & Co. to promote Honest Long Cut Tobacco 1887

This is a promotional trading card of Benjamin Gleadell, captain of the White Star Line ship "Celtic", created by W. Duke, Sons & Co. between 1870 and 1920 to promote Honest Long Cut Tobacco. Tobacco cards emerged in the late 19th century amidst industrialization and the rise of consumer culture. The cards acted as advertisements, but also as collectable items which reflect the values and aspirations of the time. This card portrays Gleadell as a respectable, almost heroic figure through the visual language of the ruling class. The romanticized image of the sea in the background is contrasted with the reality of working-class citizens who often worked in harsh and dangerous conditions. This card raises questions about labor, class, and the ways in which consumer culture intersects with identity. The idealized image of Gleadell and his ship perhaps offered a form of escapism for the working class, while simultaneously reinforcing existing power structures.