Business Advertisement Card: Alden's Fruit Vinegar

One of the ways trade card advertisers could compensate for the flat, mundane nature of their
paper products was by implementing natural imagery. If a feeling of “naturalness” and
“genuineness” was conveyed to the consumer successfully, then the advertised product was
more likely to be researched and purchased. Chromolithography, the process of printing color-
printed ephemera, allowed trade card authors to create colorful and appealing images which
helped to circulate the supposed benefits of their wares. In this card, Alden Fruit Vinegar is framed as a high quality product given that it is associated with an image of fresh fruit.

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