Minerva, Goddess of War, from the Goddesses of the Greeks and Romans series (N188) issued by Wm. S. Kimball & Co. 1889

This chromolithograph of Minerva, Goddess of War, was made by the Wm. S. Kimball & Co. as part of a series. These images were included in packets of cigarettes, a marketing ploy popular in the late 19th century. The image presents a softened, almost sentimental, view of a powerful mythological figure, complete with helmet and spear. Consider the context: this was a time of burgeoning advertising and mass production. Kimball & Co. was one of many businesses trying to brand themselves. The card’s reference to classical antiquity and to beauty granted sophistication and allure to a consumer product. To fully understand the card's meaning, we might investigate the history of advertising, exploring how businesses created and circulated images to shape public desire and consumption. What did Kimball & Co. hope to achieve by associating its product with classical mythology? The answers are out there, waiting for us to dig deeper!