A Short History: General Joseph Hooker, from the Histories of Generals series (N114) issued by W. Duke, Sons & Co. to promote Honest Long Cut Smoking and Chewing Tobacco 1888

This small card promoting tobacco was created by W. Duke, Sons & Co. around the turn of the century. It’s part of a series of cards meant to be collected, each providing “A Short History” of a different historical figure. What does it mean to turn General Joseph Hooker, a controversial figure in the American Civil War, into a collectible advertisement? This card reveals how deeply the war, and its heroes, were embedded in the cultural and economic life of the United States. Note the way Hooker is presented: a clean-cut portrait, a building and the hat that evoke military life, all framed by a florid celebration of tobacco. The card turns history into a spectacle for consumers. To better understand this image, we need to research the history of advertising, the legacy of the Civil War in American popular culture, and the biography of Hooker himself. Only then can we appreciate the complicated social forces at play.