Number 17, A Square Deal, from the Tricks with Cards series (N138) issued by W. Duke, Sons & Co. to promote Honest Long Cut Tobacco 1887

Editor: This is "Number 17, A Square Deal," a promotional print from 1887 for Honest Long Cut Tobacco. The image depicts a card trick, rendered in colored pencil and print. It's curious how such a seemingly simple illusion was used to sell tobacco. What underlying message was there? Curator: It’s fascinating to consider what this image, ostensibly about a "square deal," might symbolize within the cultural landscape of the late 19th century. The hand, reaching into the deck, isn’t it evocative? Hands have always represented agency, trust, and even deception. But how might a seemingly trustworthy image serve the quite dubious purpose of getting someone hooked on nicotine? What emotions or cultural associations do the cards trigger in you? Editor: Well, the trick implies control, I suppose, even mastery, while the "square deal" promises fairness, and with tobacco products, well, fair dealing seems… optimistic. It is as though they used two hands for opposite messaging. But where’s the connection? What could this trickery symbolize beyond just a bit of fun? Curator: Consider this period, the rise of industry, increasing social inequalities... Perhaps "A Square Deal" isn't just about fair play, but a sly wink to the illusion of it. Maybe, it alludes to the fact that despite appearances, someone’s always holding the winning hand, even when promoting harmful substances, the brand still wins. What's the enduring appeal of such a concept, especially when it proves false so often? Editor: That's unsettling. So the card trick reflects a broader societal trick, or at least the yearning for an honest outcome that never arrives? I never expected to think about societal illusions looking at a tobacco advertisement! Curator: Indeed. Images often function on multiple levels, reflecting not only conscious intent but also deeply ingrained cultural anxieties and aspirations.