General of Cavalry, Holland, from the Military Series (N224) issued by Kinney Tobacco Company to promote Sweet Caporal Cigarettes 1888

This color lithograph of a Dutch cavalry general was created around 1888 by the Kinney Tobacco Company. The image was one of many inserted in packs of Sweet Caporal cigarettes. Though small and mass-produced, these cards offer insight into late 19th century commercial culture. The general’s elaborate uniform speaks to the visual codes of military rank, using color, ornamentation, and bearing to convey authority. Beyond its obvious function, the uniform is designed to impress. Consider how national pride was stoked by the appearance of military might. The Kinney Company, and other manufacturers of the time, understood how to harness these sentiments to sell their products. Visual culture is rich with hidden social data. Understanding this image requires us to investigate the linked histories of advertising, consumerism, and imperialism. We can consult trade publications, company records, and design archives to better understand this history. The value of images like this lies in what they reveal about the tastes, values, and structures of their time.