Florence Gerard, from the Actresses series (N190) issued by Wm. S. Kimball & Co. 1889

This is a printed card depicting Florence Gerard, one of a series of actresses issued by the cigarette company, Wm. S. Kimball & Co. These cards were included in cigarette packs at a time when the tobacco industry was expanding rapidly, and consumer culture was on the rise in America. The cards served as both advertisement and collectible item. The images of actresses, like Florence Gerard, were a deliberate choice, playing into the increasing celebrity culture and the romantic associations of the stage. In terms of social history, these cards represent the intersection of consumerism, entertainment, and gender roles in the late 19th century. Actresses were among the first women to achieve widespread public recognition, but they were often subject to moral scrutiny. Images like this one helped to normalize and even glamorize their image, while also reinforcing certain ideals of feminine beauty. Historians use a variety of sources to understand the cultural significance of such images: business records, theater reviews, and personal papers, to fully appreciate the complex ways in which art and commerce shaped the world around them.