Business Advertisement Card: "Merrick Thread Co."

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 Merrick Thread Co., 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 cherub riding on a spool of thread as a chariot with harnessed butterflies. This suggests that the textile goods offered are suitable for magical beings and, therefore, demonstrates the high quality services of the advertiser.

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 featuring three harnessed butterflies pulling a cherub on a spool of thread chariot, a wholesome image which helps to facilitate favorable attention from consumers.

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