Blue Fish, from the series Fishers and Fish (N74) for Duke brand cigarettes 1888

"Blue Fish" is from the series "Fishers and Fish" (N74) made by Knapp & Company for Duke brand cigarettes. These cards offer a window into the turn of the century when mass production and advertising went hand in hand. Tobacco companies often included collectible cards with their products, a marketing strategy aimed at brand loyalty. The image of the Blue Fish suggests a particular cultural lens: the rise of leisure activities like fishing amongst the middle class. What does it mean to capture a blue fish? What emotions are elicited when viewing this card? The act of naming and classifying nature reflects the cultural values placed on nature. In a time of rapid industrialization, images like this might evoke a sense of nostalgia for a natural world that was rapidly changing. The commercial purpose of these cards reminds us how nature can be both a source of pleasure and a commodity.