Yesterday my mom wrote in her blog about Victorian journalist/explorer Nellie Bly because, on that date in 1889, she began her famous trip around the world. Bly was inspired by Jules Verne's book Around the World in 80 Days, but she managed to do it in a mere 72, which was a world record.
Her fame was such that a set of collectible cards were produced with illustrations of Bly on her travels, accompanied by poems that have a decidedly feminist ring. These poems show Nellie Bly as a powerful woman who was equal to, and better than some of, her male peers.
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These trade cards, surely not the only of their kind (although these are the only ones I could find readily available on the Internet, there were other celebrity cards that manufactures produced as take-aways), show that it was beneficial for companies to sell their wares through the image of a strong woman. This was because, in the latter half of the 19th Century, there was a decidedly womanly view of shopping. The woman's place was in the home, but with that came control of all the shopping done for the family. There was even a male reaction to shopping as something too womanly to engage in. Therefore, advertisers focused their adds to appeal to a feminine aesthetic, as Commonwealth Clothing Co. is doing in these trade cards.
For more on the changes in shopping in the 19th Century:
Rappaport, Erika Diane. Shopping for Pleasure: Women in the Making of London's West End. Princeton University Press, 2001.
Loeb, Lori Anne. Consuming Angels: Advertising and Victorian Women. Oxford University Press, 1994.