History of Commodore Cornelius Vanderbilt, from the Histories of Poor Boys and Famous People series of booklets (N79) for Duke brand cigarettes 1888

This small printed card, dating to around 1900, was produced by W. Duke & Sons as a promotional item for their cigarettes. Printed on paper using chromolithography, a process involving multiple stones or plates to produce a color image, it depicts Commodore Cornelius Vanderbilt, the 19th-century shipping and railroad magnate. The card is part of a series called "Histories of Poor Boys and Famous People," and the choice of printing is significant. Chromolithography allowed for mass production and wide distribution of visually appealing images, in full colors, making them affordable and accessible to a broad audience. The small size is also key; it speaks to a culture of collecting and trading. The card was included in cigarette packs. The image shows Vanderbilt with a fistful of money. It suggests a rags-to-riches narrative, aligning Vanderbilt's story with the aspirations of ordinary people and subtly associating Duke cigarettes with the possibility of upward mobility. Considering the history of industrialization, capitalism, labor, and class, it becomes clear that the card is not just a portrait, but a carefully crafted object of commercial propaganda. It presents a selective and idealized version of success, reinforcing the notion that anyone can achieve wealth through hard work.