Tommy McCarthy, Center Field, St. Louis Browns, from the Old Judge series (N172) for Old Judge Cigarettes 1887 - 1889

Editor: Here we have "Tommy McCarthy, Center Field, St. Louis Browns," a print from the Old Judge series, dating from 1887 to 1889. It’s actually an advertisement for Old Judge Cigarettes. What strikes me is how staged and formal it feels, almost like a presidential portrait! What's your take on this peculiar little artwork? Curator: It’s more than just a “peculiar little artwork.” Consider the rise of mass media and consumer culture at this time. The image is doing some heavy lifting in terms of promoting both McCarthy, and the cigarette brand. It’s early branding. Think about how celebrity endorsements still work today – this is a direct ancestor. Editor: So, it's about associating the image of a healthy baseball player with a not-so-healthy product. But why a photographic print rather than, say, a drawing or painting? Curator: Exactly! The photograph, even though staged, lent an air of authenticity and modernity. Remember, photography was relatively new and seen as a direct representation of reality, giving a kind of veracity to the advertisement that older media wouldn’t. This wasn’t just about selling cigarettes; it was about selling a lifestyle, associating it with success, athleticism, and the 'American Dream' through someone famous, whose imagery circulated more widely through media culture. What is he wearing, do you notice? Editor: Now that you point it out: his clothing seems oddly formal for a sports figure? And, look, the cigarette company logo at the bottom has nearly equal presence with his name. Curator: The high boots are quite specific to the style and fashion of the era and location. Consider how the visual rhetoric blends ideas of sport, capitalism, and social aspirations. He stands as a paragon that the company sells. These trading cards became wildly popular, reflecting society's growing fascination with celebrity and sports. It is more than just an advertisement, but the early signs of a complex network between media, culture, and commerce. Editor: I never considered that. I see now the ad isn’t just about baseball, but the larger societal context of aspiration and consumption. Thanks! Curator: My pleasure, that kind of complexity is the richness in artworks!