King of Portugal, from World's Sovereigns series (N34) for Allen & Ginter Cigarettes 1889

This small card, part of a series of "World's Sovereigns," was printed by the Allen & Ginter company, a major cigarette manufacturer. These cards were included in packs of cigarettes as a collectible premium, a marketing strategy to boost sales. Printed on thin card stock using chromolithography, a color printing technique, this card depicts the King of Portugal in regal attire, complete with medals and a coat of arms. Chromolithography allowed for the mass production of colorful images, a departure from earlier, more labor-intensive printing methods. The card’s materiality speaks to the rise of consumer culture and mass production. It reflects a shift in visual culture, where images became readily available and disposable. The inclusion of these cards in cigarette packs highlights the connection between consumerism, leisure, and the marketing of lifestyles. These cards also reflect a globalized world, where images of foreign rulers were circulated among consumers, fostering a sense of connection to a larger world, mediated by the act of consumption. In considering this humble card, we can see how objects of mass culture can also tell us stories about labor, global economies, and the making of desire.