Folded Screen, from the Novelties series (N122) issued by Gail & Ax Tobacco to promote Navy Long Cut 1889

This is Folded Screen, from the Novelties series (N122), a promotional card printed by Gail & Ax Tobacco. Though the company is credited as the artist, it's important to remember there were likely many uncredited hands involved in the design and production of these cards. Tobacco cards like this one, were a popular form of advertising that often depicted idealized images of women. But these images are far from innocent. These were designed to be collected and circulated, reinforcing narrow standards of beauty and femininity, while simultaneously promoting a product linked to addiction and health issues. The woman depicted is fair-skinned, adorned with a decorative hat, and expensive jewelry that represents the aspirational lifestyle being sold. It serves as a reminder of how consumer culture intertwines with constructions of identity. The emotional appeal of beauty and status is being used to encourage a harmful habit. This artwork should prompt us to critically examine the messages we receive.