Trade cards were widely distributed advertising from the late 1870s to about 1900. This collection features African Americans, and some non-American people of color.
By today's standards, many are offensively racist. But they offer a fascinating glimpse into the social morés and budding consumerism of the time. Black Americans, just two to three decades after emancipation, were becoming part of the consumer society, which itself was just developing in earnest. The advertiser's challenge was how to target them as customers while also appealing to the broader white market. Humor was often a solution, based mainly on racial stereotypes. But were black Americans laughing -- or seething?
Printed in dazzling color via the new chromolithography, these trade cards were coveted and collected in albums. They're even more collectible today, and can be found at postcard shows or online from vintage postcard dealers.
Read captions then click to enlarge
Three very different professions available to African American men in the late 1800s.
Professions for African American women were more limited. Black servants, maids and nannies were the most common female roles shown on trade cards.
As for product image: The monster dough is an early form of exaggeration that became very popular in 20th century postcards.
A common obsession in early advertising was the permanence of black skin. Cringe-worthy today, this was a standard trope at the time and a source of humor.
Soap companies put this concept to good use. The jolly wise mammy was a common stereotype, as was the hapless black man depicted as a boy -- a most racist, offensive theme.
People of color were also depicted as exotics, as in the top card above: again men shown as boys, in a subservient role.
The bottom card gives a puzzling mixed message. "Universal Family:" sweet. So what's with the KKK KKK blocks?
Flour was a product that was sensibly marketed to black Americans, who not only cooked for their own families, but often worked as housekeepers or pro chefs. These kids, though rendered with some of the racist stereotypes (big eyes) were nonetheless intended to appeal to customers of all races.
See other posts on this blog on African American topics:
Cakewalk: A Dance Craze in Postcards
Through a Lens Darkly film review
For more postcard posts by me & others visit
Metropolitan Postcard Club of New York City's Facebook page
For listing of postcard meetings and shows in New York City visit
Metropolitan Postcard Club of New York City
Cakewalk: A Dance Craze in Postcards
Through a Lens Darkly film review
For more postcard posts by me & others visit
Metropolitan Postcard Club of New York City's Facebook page
For listing of postcard meetings and shows in New York City visit
Metropolitan Postcard Club of New York City
All trade cards are from the collection of Marilyn Stern.
The images are public domain.
Text © 2018 Marilyn Stern
Text © 2018 Marilyn Stern
