Ida Rae, from the Actors and Actresses series (N145-8) issued by Duke Sons & Co. to promote Duke Cigarettes 1890 - 1895

This is Ida Rae, from the Actors and Actresses series, a photograph made by W. Duke, Sons & Co. to promote Duke Cigarettes. Here we see a society that has transformed acting into a form of mass-produced celebrity, subtly coercing its citizens to consume through the pleasures of entertainment. This commercial card, dating to the late 19th century, uses a maritime aesthetic as a signifier of leisure and adventure. Ida Rae is portrayed in a manner that would have been considered provocative, with emphasis on her bare legs, corseted waist and playful, confident demeanor. Advertising cards such as these are artifacts of a rapidly changing social landscape in the United States, as emerging industrial capitalism transformed every aspect of life. The image of Ida Rae thus becomes a site through which we can understand the cultural values of the time. As historians, it’s important to delve into archives, explore the popular culture of the period, and examine economic data to fully appreciate the meaning of this small card.