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Trade Cards: A Marketing Method

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Post cards, also referred to as "trade" cards, indirectly advertise cultural products. Not much attention has been given to the fact that the majority of these trade cards were intelligent forms of business methods. Messages could be written on the back of each card so the trade cards could be sent from one place to another. This gets the idea of the object or place advertised a known among numerous groups of people. Today, the common "trading" card is considered a business card. This card can be handed out with ease and have many copies of itself. Yes, postcards are still somewhat relelvant in today's society, however, they are not used in the same manners like how they were in the past. Many post cards are just considered "souvenirs" these days. Postcards are no longer effective ways to advertise; today, we have social media and the television (etc.). Old post cards were printed on earthcolored paper. They had small artistic features. Much effort is shown when we look at the intricate designs. They could be easily held in your hands. This is much like an individualized business card. Post cards from the late 18th to early 19th century hold "aesthetic properties" that make each card visually apealling. Post card designs and photographs were a key factor that made the trading industries between Salem, MA and the U.S., and other countries such as China and India, thrive. Post cards are accurate representations of time periods and often reflect the types of trade. If these cards are further analyzed, it is easy to determine which specific products were being advertised, and which products were in demand. We can view where these post cards came from and see the distance it traveled. Then, we must think, "why here?" What purpose did this postcard serve for the trading between countries? In this exhibit, postcards from the Whitman Collection from the Salem State University Archive's Collection will be further looked at and confirm the statement that these cards were an effective marketing method. 

Written by: Stefanie Bennett