Two Paths, from the Magic Changing Cards series (N223) issued by Kinney Tobacco Company 1889

Editor: This is "Two Paths" from the "Magic Changing Cards" series by Kinney Tobacco Company, made around 1889. It's a small print, almost like an etching, depicting three women in elaborate dresses. I’m curious about its function. What can you tell me about it? Curator: Let's consider its material context. This was a collectible tobacco card, essentially a marketing tool. The 'Magic Changing Cards' designation hints at a printing process that revealed different images depending on the angle of light. The Kinney Brothers were tapping into a burgeoning consumer culture. How does the imagery connect with its function as advertising? Editor: Hmm… So it’s not just a pretty picture, but about selling tobacco. Does the scene of women relate to the consumers or the product itself? Curator: Precisely. The late 19th century saw increased visibility of women in advertising. Consider the labor involved in both its production – the printing, the distribution network of the tobacco company, and its consumption. It also circulated images of women. Ukiyo-e had a profound impact on late 19th century art. Do you see the connection? Editor: I hadn't considered that! I see that Ukiyo-e also included a lot of commercial works depicting fashionable women. That's a pretty neat detail. Curator: Indeed. Also notice that the card prompts you to “hold to the light.” How do you think this instruction relates to consumption or revelation? Editor: Maybe it is a message to buy the company’s “light” cigarettes, which is pretty dark humor knowing how unhealthy it is. So much of this card is more than meets the eye... Curator: Absolutely. Thinking about this work in terms of its materials, production and circulation reveals it to be more than just a quaint scene. Editor: I'll definitely remember that the next time I'm looking at an artwork: "How was it made? Who was it made for?" Thanks for your perspective!