Number 13, Electrified Cards, from the Tricks with Cards series (N138) issued by W. Duke, Sons & Co. to promote Honest Long Cut Tobacco 1887

Editor: This is "Number 13, Electrified Cards" from 1887, a print made by W. Duke, Sons & Co. as an advertisement. It depicts a hand magically lifting a stack of cards, which is pretty whimsical! What can you tell me about this image? Curator: This card speaks volumes about the commercial art world of the late 19th century. Tobacco companies like Duke were major patrons of the arts, in a way, using images like this to create brand awareness and, ultimately, cultural capital. These cards circulated widely, essentially functioning as mini, mobile billboards within a rapidly industrializing society. Do you notice how the card is attempting to demystify the trick, explaining away any sense of magical process, for a purely mechanical explanation? Editor: I do. So, it's like they’re selling the *idea* of magic more than the actual product? And if everyone has these cards with instructions on card tricks then the magic trick doesn’t belong to an exclusive social group anymore? Curator: Precisely! This is about democratizing a sense of wonder and excitement but primarily about boosting sales through popular culture. The image's design, typography, and distribution strategy are all carefully calibrated to appeal to a mass audience, reinforcing the idea that anyone can participate in this ‘electrified’ excitement. Look at the composition – the clear, concise instructions. Editor: It is interesting to think of advertising as shaping culture itself, not just reflecting it. Curator: Indeed. Pieces like this reveal how art and commerce were becoming deeply intertwined, creating a visual language that would come to define consumer culture, influencing artistic movements like Pop Art, and even contemporary art marketing strategies that persist to the present day. Editor: I’ve definitely learned to consider these unassuming objects as significant documents in the history of consumerism and the industrial era! Thank you!