Christoph Leist, from the Sea Captains series (N127) issued by Duke Sons & Co. to promote Honest Long Cut Tobacco 1887

This small lithograph of Christoph Leist was created by W. Duke, Sons & Co. between 1870 and 1920 as an advertisement for Honest Long Cut Tobacco. These cards were distributed to promote and sell tobacco products, reflecting the marketing strategies and consumer culture of the late 19th century. This image presents Leist, a captain of the North German Lloyd line, as an emblem of German maritime power and success. Yet it also underscores the complex relationship between trade, identity, and colonial expansion. While Leist’s calm gaze and stately uniform evoke a sense of authority, the card naturalizes the consumption of tobacco through its association with success. The “Honest” in the product's name suggests the company's attempt to persuade its consumers about the safety of chewing tobacco, despite knowing the dangers. What do we make of such blatant attempts to manipulate consumers? How does it reflect our own contemporary moment?