Fourth of July, United States, from the Holidays series (N80) for Duke brand cigarettes 1890

This small chromolithograph was produced around 1888 by W. Duke Sons & Co. as a promotional insert for Duke brand cigarettes. It’s one of a series of holiday-themed images. Here, we see a young woman holding a lit firecracker, posed as the embodiment of the Fourth of July. The image is an early example of advertising’s reliance on idealized female figures to sell products. By the late 19th century, the tobacco industry was among the first to capitalize on new printing technologies, distributing colorful cards to attract consumers. The cards soon became a popular collectible. These cards offer a glimpse into the cultural values and aspirations of the time, as well as the strategies used by corporations to shape consumer behavior. We can use trade publications, company records, and sociological studies to better understand the role of advertising and the impact of consumer culture on American society. Ultimately, this small card reminds us that art is always embedded in a specific social and institutional context.