Circassia, from the Natives in Costume series (N16) for Allen & Ginter Cigarettes Brands 1886

This small chromolithograph of "Circassia" was produced as a cigarette card by Allen & Ginter in Richmond, Virginia, sometime in the late 19th century. It’s part of a series called "Natives in Costume." The image depicts a man in what is meant to be traditional Circassian dress. But consider the context: Allen & Ginter was a major tobacco company, and these cards were essentially advertisements. They were designed to be collected and traded, creating a sense of connection between consumers and exoticized cultures. Circassia, located in the North Caucasus, had recently been conquered by Russia, resulting in a mass displacement of Circassians. The card romanticizes the culture as a form of exotic advertising, yet it also promotes American tobacco consumption. As art historians, we can research the complex history of the Circassians, the role of advertising in shaping perceptions of other cultures, and the rise of consumer culture in America to understand the image better. The meaning of art is always contingent on its social and institutional context.