Proserpina, Goddess of the Nether World, from the Goddesses of the Greeks and Romans series (N188) issued by Wm. S. Kimball & Co. 1889

This small chromolithograph of Proserpina, Goddess of the Nether World, was produced by Wm. S. Kimball & Co. as part of a series of collectible cards. Printed in the late 19th century United States, the image reflects a rising consumer culture where even tobacco companies used art to market their products. These cards, distributed with cigarettes, offered consumers a glimpse into a classical world, rendered through the lens of contemporary aesthetics. Proserpina, or Persephone, stands as a symbol of transition, embodying both life and death in her roles as goddess of springtime and queen of the underworld. She is depicted with a trident and crown. Analyzing such images necessitates a look at their role within burgeoning advertising industries and popular culture. By looking into archives of printed advertising materials, we can learn more about the social values that are being reflected and reinforced here, and the cultural importance of classical art. The meaning of art is always contingent on social and institutional context.