Franz Joseph I, Austria, from the Rulers, Flags, and Coats of Arms series (N126-1) issued by W. Duke, Sons & Co. 1888

This chromolithograph of Franz Joseph I, Emperor of Austria, was produced around the turn of the 20th century by W. Duke, Sons & Co. as part of a series of collectible cards inserted in cigarette packs. The card presents Franz Joseph alongside symbols of Austrian national identity: the coat of arms, the flag, and a soldier. The bright colors and detailed imagery were designed to appeal to consumers, while also promoting a sense of national pride. Such commercial ephemera offer an insight into the construction and dissemination of national identity in Austria at the time. The figure of Franz Joseph, who ruled for almost 70 years, was central to this. The card is titled ‘Honest Long Cut,’ which provides an insight into the marketing techniques used by tobacco companies at the time. To fully understand such an image, we might consult historical archives, advertising history, and studies of national identity, to contextualize how popular imagery reinforces structures of power.