Business Advertisement Card: "Lazell's Unrivalled Perfumes"

Many American advertising cards in the nineteenth century displayed a variety of visual and rhetorical themes to foster the attention of potential consumers. The appealing elements these cards displayed convinced the public that these easily disposable ephemera pieces were worthy of preservation. In this card for Lazell's Unrivalled Perfumes, two advertising tropes which can be observed are eye-catching design features and the inclusion of animals.

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 shows a romantic male on horseback in a forested scene. This presentation of Lazell’s perfumes gives the impression to consumers that the products advertised are of exquisite quality and professionally made.

American advertisers often included animals in their trade cards to charm and increase consumer patronage. Producers were particularly incentivized to make their advertisements visually appealing to children since younger audiences tended to collect and disseminate trade cards to their parents. This card demonstrates this trend by showing a man on horseback, a wholesome and majestic image which helps to facilitate favorable attention from consumers.

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