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THE TRADE CARDS ZONE
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Why Were Trade Cards Saved?

 
Before I go into why trade cards were saved,
you should know this:
 
          Chromolithography,
                sometimes termed  " chromo's ",
                was a process to print using
               ONE STONE for EACH  COLOR
                in the  composition.
 
Remember - There were no electronic means - No Photocopiers and certainly nothing existed to re-create colors up until the mid-eighteen hundreds!

      ARTISTIC QUALITY
           Was an important goal for lithographers
           and their apprentices. Their hard work
           did not go unnoticed, as many high honors
           for Achievement were awarded at National
           andIinternational Expositions & Fairs.
 
 
Why did children and adults save
these colorful pieces of paper?
 
 
TRADE CARDS WERE CONSIDERED 'NOVEL' ITEMS!
 
NOVELTY ONE
 
Trade cards were COLORFUL !!!
They were different than the
typically found BLACK on WHITE
 
NOVELTY TWO
 
The common person
 was now able to own beautiful art,
which only the affluent could afford
 up until that time. 
 
It did not matter to the masses
that a trade card was NOT produced
by one of the 'Great Master's.
 
This was a time
when infringements were made 
on the original illustrators...
but it did show the workmanship of the lighographer!
 
NOVELTY THREE
 
Trade cards were given away free
and to a very LARGE number of people! 
Maybe this is when
The Jones' hitched their horses
and started-up their
bandwagon!
 
NOVELTY FOUR

Advertisers & Lithographers
knew exactly who their audience was...
 
They knew who would
be saving these cute,
colorful cards...
They knew who to TARGET!
 
 
NOVELTY FIVE 
     Why Trade Cards Were Saved...


                Basically...    
               Trade cards had MASS
                         APPEAL!
 
 

cadunham.jpg
C. A. Burnham, Fine Staionery & Artistic Materials

I love it when the image on the trade card is fitting for the advertiser who uses it!  If it appeals to me, it most probably appealed to Victorian children (scrapbook creators were mostly children). 
 
This is a good example to explain what a 'STOCK IMAGE' is, compared to a 'PRIVATE ISSUE TRADE CARD'.  Stock images are the most commonly found on trade cards.  Meaning that anyone can purchase these cards to have their advertisement printed on it.
 
Private Issue cards were bought by ONE Individual or Company ONLY!  Company's, like Heinz had the money to basically buy the rights to a particular image.  Often the Private Issue card had images of that company's logo, or products incorporated into the image.
 
This image is of stock variety, it just so happens that in this instance, the merchant sells artistic supplies!

Pan-American Exposition, 1901
panamericanexpo.jpg
Buffalo, New York

Even the promoters of such expositions and fairs used trade cards AS TOOLS.  The verso side of this card speaks of when the expo will be, how many acres were used for this purpose, a description of each building and what you will see during your visit
 
For the Pan-American Expo, the purpose to hold the event, as described by the Bureau of Publicity is,
"To Celebrate the achievements of civilization
during 100 years of development
in the Western Hemisphere".
 
This trade card was printed by E. H. Dunston, Lith., Buffalo, NY.  Nice to have a local boy do this work!

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