Lemon, from the Fruits series (N12) for Allen & Ginter Cigarettes Brands 1891

This chromolithograph on paper was created as an advertisement for Allen & Ginter Cigarettes. What does it mean to use a child as an advertising tool, and to feature that child with an expression of disgust? These cards were inserted into cigarette packs as a marketing strategy, becoming immensely popular at the turn of the century in America. Tobacco companies sought to build brand loyalty. But this image also speaks to evolving ideas about childhood at the time. The boy is dressed in a sailor suit; this was considered appropriate attire for young boys from upper-middle-class backgrounds. Perhaps the image seeks to create a contrast between the refined appearance of the boy and the unrefined, unexpected taste of the fruit. A trip to the library can tell us more. Browsing periodicals and advertisements from the time might tell us how the image was viewed by the consumer. In any case, it's clear that advertising is itself an institution that shapes our understanding of art, culture, and society.