Mlle. Theo, Paris, from the Actors and Actresses series (N171) for Old Judge Cigarettes 1886 - 1890

This tiny card, made in the late 19th century by Goodwin & Company, features Mlle. Theo, a Parisian actress, and was inserted in packs of Old Judge Cigarettes. It reflects the burgeoning culture of celebrity and commodity capitalism. The image itself uses the visual codes of glamour – the elaborate dress, the carefully styled hair, the direct gaze. Yet, it is also a carefully constructed commercial object. These cards, part of a larger series, were designed to encourage brand loyalty. By associating their product with the allure of the stage, Goodwin & Company sought to elevate their cigarettes. The actress, in turn, gained exposure. The card thus reveals a complex interplay between art, commerce, and celebrity culture. To fully understand this image, we need to delve into the archives of advertising history, theater, and popular culture. Only then can we appreciate the social forces that shaped its creation and reception.