Reformation Day, Germany, from the Holidays series (N80) for Duke brand cigarettes 1890

This small card, a chromolithograph made around 1900 by W. Duke, Sons & Co., was made to be included in packs of Duke brand cigarettes. Chromolithography was a revolutionary printing process at the time, using multiple lithographic stones, one for each color, to create vibrant images. The picture shows a woman holding a bible, next to an image of Martin Luther. But consider the context: this wasn’t high art, it was a giveaway to encourage consumption. These cards, like other promotional items, blur the lines between art, advertising, and everyday life. The very act of mass-producing and distributing these cards transformed images into commodities, reflecting a shift towards mass production and consumer culture. By placing images like this into the hands of everyday consumers, Duke, Sons & Co., contributed to the democratization of art, making it accessible beyond the elite circles of collectors and galleries. So, next time you light up, think about the complex relationship between art, commerce, and society.