Trade Cards: Condensed Advertisements of the 19th and 20th Centuries

by Yongxin Wen

Trade cards were a form of advertising in the late 19th century. Advertising as we know it, such as ads in magazines or flyers, began relatively recently in Western civilization and has been around for nearly 200 years now. Trade cards reached their peak between 1876 and 1904. These cards were produced specifically for a product or company, and thus typically have unique designs and feature the product being advertised. By the turn of the century, trade cards were on the wane, as magazine ads became more popular, and postcards became the new collectible. Trade cards offer a unique window into the social history of nineteenth-century America.

Trade cards were small, colorful cards that typically featured an image or illustration on one side and information about a product or service on the other. They were produced by manufacturers, retailers, and other businesses to promote their goods and services to a wider audience. They were often distributed through various means, including in stores, by mail, and at trade shows. Trade cards were particularly prevalent in the United States and Europe, and they were used to promote everything from soap and tobacco to sewing machines and pianos. Today, trade cards are highly collectible items and are considered valuable pieces of advertising memorabilia.

LABEL
These “fold and find” metamorphic trade cards promote Water Lily Soap and depict men and women with changeable upper and lower facial features. They were produced by the Orcutt Lithographic Company of Chicago around 1885. Each contains several lines of advertising text, including "All my clothes are Lily white, Water Lily Soap made them bright"; Water Lily Soap moves dirt & smell"; and "Alas I'm troubled, blue and sad, All other Soap but Water Lily's bad." Given to the Library Company of Philadelphia as a Gift of Helen Beitler and Estate of Helen Beitler.

COUNTERLABEL
Regarding the trade card we see, it mainly consists of pictures and text depicting two characters. One character is a well-dressed male. Men's clothing during this period was primarily slender in style, tailored to fit the body. The man depicted in the card is also wearing clothing that reflects this feature. He is wearing a coat, and the clothes inside do not look like the men's shirts popular during that period, at least not very formal, and do not match his coat very well. The other character is a woman, and her expression suggests that she is not very happy. Her clothing also doesn't look very neat, and you can tell from the bow on her chest that the shape is a bit crooked and not very flat, and the color is not very pure, appearing faded.

The printing method used for the picture is very distinctive. The colors are soft and the transition is natural. According to the background information provided by the library company, this was a primary method for printing trade cards at the time, called lithography. This printing technique was invented in 1798 and was the first new printing process since the invention of relief printing in the 15th century. In the early years of lithography, a smooth limestone was used, so the English name for lithography or lithos comes from the ancient Greek word for "stone." In the years following its invention, this printing technique was used for multi-color images. Many delicate prints and publications from the 19th century were produced using this printing method, and many publications still exist in museums in the United States and Europe. This printing method, with its advantages of bright colors, low price, and good quality, was widely used in industrial printing. Especially in the era of rapid development in the advertising industry, this printing technique showed great advantages and was widely used in advertising printing. 

As we have mentioned before, the development of trade cards is closely related to the development of advertising. Trade cards use images and text to promote the function, effect, and advantages of products. Some of the product descriptions are relatively accurate. However, based on other trade cards provided by the Library Company, we should also note that many advertisements actually have issues with exaggerating facts and false advertising. The product characteristics and efficacy described on the trade cards at the time may not necessarily be completely consistent with actual conditions, and many trade cards described false product functions.

In these advertisements, the cleaning power and fragrance of soap are emphasized, as well as the attention paid to clothing. This is probably due to the rapid development of the American soap industry around 1850 and the improvement of soap raw materials by scientists in the early 19th century. 

For most of the 19th century and into the early 20th century, soap companies made real soap. But in the early 1900s, German engineers discovered an alternate cleaning product: a synthetic called “detergent” (rough Latin translation: to wipe away). Detergents didn’t contain soap. Instead, they used enzymes that lifted stains off clothing and skin. American companies adopted and refined detergents, mixing ingredients to create surfactants, which, like soap, allowed dirt and grease to be pulled off the object being cleaned and into water. The reason for the move away from soap was simple, says Greg McCoy, Procter & Gamble’s corporate archivist: “Detergents clean better.” This is probably why soap's cleaning power was so heavily emphasized during this period of trade card advertising. 

Trade cards typically followed a standardized format. They were small, usually measuring around 2.5 x 4 inches, and were printed on cardstock. The front of the card usually featured a colorful image or illustration that was meant to catch the viewer's eye and promote the product or service being advertised. The back of the card typically contained information about the product or service, along with the name and contact information of the business that produced the card. Some trade cards also featured coupons or other promotional offers that could be redeemed by the customer. The cards were often printed in large quantities using lithography, a method of printing that allowed for colorful and detailed images to be reproduced quickly and inexpensively. Overall, the format of trade cards was designed to be eye-catching and informative, with the goal of persuading potential customers to buy the product or service being advertised.

Trade Cards Podcast

Yongxin Wen
Graphic and Interactive Design / 2023

In addition to my design work, my personal life is also incredibly enriching. I have a passion for traveling and experiencing the beauty of nature, as I believe it has a healing power for both the mind and body. I also love reading a variety of books, including psychology and sociology, which often serve as a source of inspiration for me. Additionally, I enjoy watching movies, attending dance performances, and visiting art exhibitions. Through different art forms, I learn about the ways in which various artists and creators express their thoughts and ideas. These diverse art forms not only help me relax but also provide me with inspiration.