Farmer, from World's Smokers series (N33) for Allen & Ginter Cigarettes 1888

This small card, titled 'Farmer' is part of the “World’s Smokers” series by Allen & Ginter Cigarettes. These cards, popular in the late 19th century, offer a window into the cultural norms and social hierarchies of the time. The image presents a very particular, romanticized version of rural life. The farmer, with his ruddy complexion and straw hat, evokes a sense of rustic authenticity, even as he partakes in the decidedly urban habit of smoking a pipe. Consider for a moment the intended audience of these cards: predominantly urban, middle-class men. What desires and anxieties might this image tap into? Perhaps a longing for a simpler, pre-industrial past, or a fascination with the working class, safely mediated through the lens of consumer culture. The card perpetuates an idealized vision of labor, obscuring the harsh realities of agricultural work and the complex economic relations of the time. It invites us to consider the power of images to shape our perceptions of identity and class.