Business Advertisement Card: Palmer's Rob Roy

Printed trade cards which featured appealing designs and imagery were more likely to be
recognized by the American public and, therefore, generate brand recognition for the producing company. Scenes with exotic, eye-catching, and even fantastical qualities were often implemented into these cards. This portrayal was meant to suggest that the advertised product, as opposed to similar items from other brands, was of high quality and perhaps even supernatural in its effectiveness. This card for Palmer’s Rob Roy features a man in a Scottish costume holding a shield printed with “Palmer’s Rob Roy.” A bottle with the same label is next to the man. This is meant to suggest that the items advertised are authentically Scottish and, therefore, the brand is unique and more valuable to American consumers.

Photo of item in Eugene Dillenburg's Exhibit Gallery Webpage, July 3, 2005.

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2021, https://www.britannica.com/art/printmaking/Lithography.