Gertrude Gardner, from the Actresses series (N203) issued by Wm. S. Kimball & Co. 1889

This card featuring Gertrude Gardner comes from a series made by the American cigarette company, Wm. S. Kimball & Co. Cigarette cards like this one gained popularity in the late 19th century. These cards served as a marketing strategy, offering collectable images of actresses, athletes, and other popular figures. This commodification of celebrities speaks to the rising advertising industry and the cult of celebrity that was emerging at the time. The images themselves, often based on photographs, present carefully constructed representations of beauty and success. By circulating these images widely, cigarette companies helped to shape and standardize ideals of beauty and fame. These cards, however, are also valuable historical documents. They offer us a glimpse into the popular culture of the time, and preserve images of individuals who might otherwise be forgotten. To understand this image more fully, we can delve into archives, theatre programmes, and newspapers of the time. Such research reveals the complex interplay between commerce, celebrity, and cultural values in late 19th century America.