William C. Crossley, Catcher, Milwaukee, from the Old Judge series (N172) for Old Judge Cigarettes 1889

This is a baseball card of William C. Crossley, a catcher for Milwaukee, made in 1889 by Goodwin & Company for their Old Judge Cigarettes. The card is a photographic print, mass-produced for insertion into cigarette packs, reflecting the burgeoning popularity of baseball and tobacco in late 19th-century America. Consider the Old Judge series within the context of industrial capitalism and the rise of consumer culture. Cigarette companies were eager to associate their products with the wholesome image of sports heroes. The visual codes here are interesting. Crossley is shown in action, yet the backdrop is a studio, blurring the line between performance and advertisement. To fully understand this image, research into the history of baseball, advertising, and the tobacco industry is invaluable. Only then can we appreciate the complex interplay of commerce, sport, and cultural values embedded in this seemingly simple baseball card.