Life of Joseph Jefferson, from the Histories of Poor Boys and Famous People series of booklets (N79) for Duke brand cigarettes 1888

Editor: This is “Life of Joseph Jefferson,” a cigarette card from 1888. It was part of the “Histories of Poor Boys and Famous People” series by W. Duke, Sons & Co. It appears to be a color print, possibly with colored pencil details. I find it interesting how a celebrity portrait ended up on a product like cigarettes; what are your thoughts on this piece? Curator: Well, let's consider the social context. This wasn't "art" in the traditional sense, but a mass-produced promotional item. Its value wasn't aesthetic, but functional - a marketing tool designed to move product. How does the portrait itself, and the methods used to produce it, feed into ideas about consumption and celebrity at the time? What was the division of labor involved in its production? Editor: So you are saying the image wasn't necessarily trying to be "art" but part of industry? I am curious to know why there is what appears to be an antique theatre mask. Curator: Exactly! The subject matter and use of the material reflects consumer society more than artistic talent. I think what you take to be an "antique theatre mask" can reveal a clue here. Now think about Jefferson himself. What was he known for? That mask likely indicates his fame as an actor, thus driving a connection between Jefferson's brand, and that of Duke cigarettes. This portrait normalises the practice and glamor of cigarette usage for every consumer, and elevates cigarettes to 'high art.' Editor: That makes me look at it very differently! I wasn't considering it beyond a portrait, but you're right, it's very much about selling a product by elevating through the subject, Joe Jefferson, and use of the image as 'art.' I understand your view more fully now; thank you for sharing. Curator: And thank you, it is also a fresh reminder that everyday items can provide insights into complex cultural production processes.