| Description |
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 New Home Sewing Machine Co., two advertising tropes which can be observed are eye-catching design features and the inclusion of children.
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 features a young boy with spectacles and a fez holding up a picture of a sewing machine. This is meant to catch the eye of consumers as well as generate curiosity about what unique textile items the advertiser could offer.
Children were terrific advertising tools in American trade cards, with producers often using charming images of young people to increase consumer sentiments and facilitate a positive reputation for their brands. Also, these children were often depicted as engaging in consumer lifestyles, a trend that their peers found inspiring. Additionally, some advertisers used sympathy for children–often depicting them as downtrodden or impoverished–to advertise the negative issues of industrialized society. This card demonstrates this trend by presenting a boy in attire which implies high social status and, therefore, helps to facilitate favorable attention from consumers.
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| Bibliography |
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