Vice-Brigadier, Foot Carbineers, Italy, 1886, from the Military Series (N224) issued by Kinney Tobacco Company to promote Sweet Caporal Cigarettes 1888

Editor: Here we have a print from 1888, produced by the Kinney Brothers Tobacco Company, entitled "Vice-Brigadier, Foot Carbineers, Italy, 1886." It was created as part of their Military Series to promote Sweet Caporal Cigarettes. It has an oddly formal feel. What do you make of it? Curator: It's fascinating to see military imagery being deployed for commercial purposes. Cigarette cards like this offer a window into how national identity and military prowess were marketed to the public. Consider how the image normalizes and even glorifies military service to promote a consumer product. Editor: So, it's more than just a picture of a soldier; it’s about the role of the military within society at the time? Curator: Precisely. These images were circulated widely and became embedded in everyday life. What effect do you think it had to circulate idealized and even unrealistic figures? Who benefits from that, and whose concerns and points of view are excluded? Editor: It's unsettling to think about how these cards, seemingly innocuous, shaped perceptions of military service. There is also a very Italian flavor. The hat, the jacket… Curator: Absolutely. The image aims to project Italian national pride. How do you think this image would have been received by the public? What aspects of Italian culture are amplified here? What elements of power and visual language do you see here? Editor: I hadn’t really thought of the public reception! That’s really made me think more deeply about the intended effect. Curator: Considering how art shapes public perception really broadens our understanding beyond just aesthetics. Editor: I’ll definitely look at things differently from now on, paying much more attention to who put it out into the world, and why.