G. Pacheto, President of Bolivia, from the Rulers, Flags, and Coats of Arms series (N126-1) issued by W. Duke, Sons & Co. 1888

This is a trade card of G. Pacheto, President of Bolivia, made by W. Duke, Sons & Co. sometime between 1870 and 1920. Part of a series depicting rulers, flags, and coats of arms, its purpose was to advertise "Honest Long Cut" tobacco. These cards offer an interesting glimpse into the cultural and economic landscape of the late 19th century. In the center, we see a portrait of President Pacheto, flanked by the Bolivian coat of arms and flag. It seems that the iconography of national identity was marketable. The presence of Indigenous figures raises questions about the representation of non-Western cultures in commercial contexts. Trade cards like this one were a form of visual shorthand, conveying information and reinforcing stereotypes. Understanding this image requires examining the history of US tobacco companies and their marketing strategies, as well as the political and social dynamics of Bolivia during Pacheto's presidency. These resources offer valuable insights into the complex relationships between commerce, culture, and power.