Shaler, from the Actors and Actresses series (N171) for Old Judge Cigarettes 1886 - 1890

This albumen silver print, made by Goodwin & Company, was part of a series of cigarette cards featuring actors and actresses. These cards emerged in America during the late 19th century, a time when consumer culture and the entertainment industry were rapidly expanding. The image of ‘Shaler’ is carefully constructed. Her theatrical costume and pose reference classical sculpture, elevating her status. Yet, this card was essentially an advertisement, designed to be collected and traded, blurring the lines between art, commerce, and celebrity. The institutional history here is crucial. Tobacco companies like Goodwin & Company used these cards to brand their products. Simultaneously, the emerging star system relied on such promotional images to cultivate celebrity personas and public interest in theatrical productions. This intersection reveals the social conditions that shaped the production and consumption of art. By examining trade publications, theatre reviews, and advertising ephemera, we can gain deeper insights into the cultural meanings embedded within these seemingly simple images. Art history reminds us that meaning is always tied to its social and institutional context.