Governor General of Canada, from World's Sovereigns series (N34) for Allen & Ginter Cigarettes 1889

This small chromolithograph of the Governor General of Canada was printed by Allen & Ginter, a cigarette company based in Richmond, Virginia. The company produced collectible cards like this in the late nineteenth century to stiffen their packaging and promote their brand. It belongs to a series called “World’s Sovereigns,” which gives us a clue to the complex cultural context of the image. Canada was then a dominion in the British Empire, so the Governor General represented the British monarchy. The crest behind the portrait is a clear signifier of Imperial power. This image was consumed as a collectable, therefore it was designed to appeal to a certain sector of society with disposable income. To understand the image better, we would want to research the company, its target audience, and the popularity of collecting cards at the time. The meaning of this object is contingent on the social and institutional context in which it was made and circulated.