Card Number 307, M. Jays, from the Actors and Actresses series (N145-5) issued by Duke Sons & Co. to promote Cameo Cigarettes 1880s

Editor: Here we have “Card Number 307, M. Jays, from the Actors and Actresses series,” an advertising card from the 1880s for Duke’s Cameo Cigarettes. The card is a photomontage depicting M. Jays, an actress, presumably. The aesthetic seems to recall the objectification of women that was a popular tactic in advertising during the time. What should we make of this piece today? Curator: Exactly! These cards were part of a larger system of commercial image-making deeply embedded in Victorian social structures. M. Jays, while presented as an individual, is also a commodity. Consider the power dynamics: who is consuming this image and why? What norms about femininity and desire are being reinforced here to sell cigarettes? Editor: So it’s more than just an advertisement; it’s also a reflection of the social climate? Curator: Precisely. Think about the construction of celebrity, the male gaze, and the rise of consumer culture all intersecting. This image is both a product of its time and a perpetuator of certain social standards. The very act of distribution, tucked into cigarette packs, speaks to how pervasive these ideals became. What do you make of the florals in relation to M. Jays, then? Editor: Perhaps an allusion to nature as delicate or for decoration. Are these allusions purposeful? Curator: Whether intentional or not, the language of flowers, the performative element of attire...all contribute to understanding the cultural tapestry of that period. These cards weren't just promoting cigarettes; they were subtly shaping desires and normalizing ways of seeing. Editor: I never considered that advertising could be such a powerful social force back then. Now I’m left questioning all the layers beneath such a seemingly simple portrait. Curator: And that is precisely where the richness lies: questioning. Analyzing visual culture provides profound insights into our past and, more importantly, its echoes in our present.