Florence Gerard, from the Actresses series (N67) promoting Virginia Brights Cigarettes for Allen & Ginter brand tobacco products 1885 - 1893

This small card featuring Florence Gerard was produced by Allen & Ginter to promote Virginia Brights Cigarettes. The photographic portrait, rendered in sepia tones, presents the actress in profile, her gaze directed off to the right, framed by a softly blurred background. The composition divides the card into distinct zones: the portrait above and the advertising text below. This division highlights a tension between art and commerce. The actress’s likeness, with its delicate tonal gradations and diffused lighting, evokes a sense of refined beauty. Yet, this aesthetic is purposefully yoked to the commercial message. The very structure of the card—the juxtaposition of image and text—reveals a play of signs. Florence Gerard’s image signifies glamour and sophistication. The text anchors this signification to a specific commodity, imbuing the cigarettes with the same qualities. It’s a subtle but effective strategy, where the cultural value of art is strategically deployed for commercial ends.