Folded paper, from the Novelties series (N122) issued by Gail & Ax Tobacco to promote Navy Long Cut 1889

Editor: This is a rather charming print from 1889, part of the Novelties series by Gail & Ax Tobacco, called "Folded paper". It depicts a woman in profile, rendered in delicate gouache and colored pencil. There's almost a miniature quality to it. What symbols or cultural echoes do you pick up on when you look at this? Curator: Immediately, I’m struck by how this "Folded Paper" format replicates a then-popular format mimicking the accessibility and dissemination of images during that era. Its distribution with tobacco products speaks volumes about its target audience and the blurring lines between art, commerce, and cultural values. Consider her elaborate hat – what do you make of the adornments, particularly given the time? Editor: Well, it appears almost medieval, but less functional. Maybe suggestive of high social status and perhaps a romanticized look to times past? Curator: Precisely. That hat and her gaze suggest a yearning, an aspiration, and a connection to a grand narrative beyond the immediate present. Furthermore, the heart-shaped pendant. What do you think the semiotics is suggesting with this emblem being featured so prominently on this particular piece of ephemera? Editor: That's a great point. It's such a straightforward symbol. Love and desire are so prevalent, which helps sales by generating a positive association to what might have negative association in consumer minds due to tobacco usage.. I now see the continuity from early miniature paintings to today's advertisement imagery! Thank you. Curator: My pleasure. Indeed, understanding those through-lines – from cultural object to advertising to cultural object again -- is where the real insights emerge.