Trade Cards
Samples of trade cards
From 1900 to the 1930s
The rapid economic development and expansion of the consumer market within the country after the American Civil War (1861–65), spurred by population growth and an influx of immigrants of different backgrounds, stimulated a demand for innovative advertising materials.
While trade cards were used for advertising purposes in the U.S. since colonial times, their widespread popularity peaked after Louis Prang (1824–1909), a German immigrant, combined the advancements of the multicolored lithographic technology with the practicality of smaller-size cards. These attractive cards with their appealing designs encompassing flowers, animals, babies, and recognizable literary themes became templates for any business, whose information would be added in the designated blank space. The same image could be used by different companies, regardless of whether there was a connection to their business.
The trade cards provide insights into the landscape of Jewish businesses of that time and their efforts to fit into the riches of the American economy. Regardless of religious beliefs, business owners aspired to assimilate. On display are cards of both Jewish and non-Jewish businesses, located primarily in New York State, New Jersey, and Philadelphia, promoting a wide range of products.
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