Moorish Gendarme, French Army, 1886, from the Military Series (N224) issued by Kinney Tobacco Company to promote Sweet Caporal Cigarettes 1888

Editor: This is “Moorish Gendarme, French Army, 1886,” a print made with watercolor by the Kinney Brothers Tobacco Company. I find it interesting how this small illustration was actually made to promote Sweet Caporal Cigarettes. How can we contextualize a work like this? Curator: This belongs to a history of orientalism and commodity culture. Tobacco companies often used imagery associated with exotic locales to market their products, tapping into consumer desires for the allure of the “other”. Consider how this image reinforces or challenges existing power dynamics between France and North Africa at the time. What’s the public role of such an artwork when it is primarily advertisement? Editor: So the image, despite its title, might not actually reflect reality? Was the French army actually using Moorish Gendarmes? Curator: That’s precisely it! It’s less about accurate representation and more about constructing an appealing fantasy linked to the Sweet Caporal brand. How does it use visual stereotypes to convey a sense of adventure and mystique, contributing to a broader understanding – or rather, a misunderstanding – of different cultures in the 19th century? Do you see this playing into established power imbalances? Editor: Absolutely. It’s trading in stereotypes, definitely playing into a colonial power dynamic through marketing. I suppose it reflects not the reality of Moorish soldiers but the projected desires of the consumer. I wouldn’t have thought about it this way! Curator: Precisely! The politics of imagery in these popular prints tells us so much about the era’s societal values and beliefs, especially when filtered through consumerism. Think about the ethics of using culture to sell tobacco. Editor: This really changed how I see trading cards, and advertising. It's more complicated than just "selling things," it's also moving cultural perceptions. Thanks for your insights!