Schuetzenfest, Switzerland, from the Holidays series (N80) for Duke brand cigarettes 1890

This small chromolithograph was made around 1900 by W. Duke, Sons & Co. as a promotional card for Duke brand cigarettes, and it depicts a Swiss woman at a Schuetzenfest, or shooting festival. These festivals have a long history in Switzerland, dating back to the Middle Ages, and served an important social and military function. They helped to foster a sense of national unity and provided a way for citizens to practice their marksmanship skills, which were essential for defending the country. By the late 19th century, they became important displays of Swiss national identity. Duke Cigarettes, like many companies at the time, used images of different cultures to market their products to an increasingly global consumer base. The card exoticizes Swiss culture and makes it palatable for the American consumer. Understanding the historical context and the social function of these images requires archival research into the history of advertising, the history of Swiss nationalism, and the collecting habits of early 20th century consumers.