Before and After Trade Card, by Ben Crane: A Monograph of the Ephemera
Society of America, 1995.
"Buy this product and it will change your life!" How many times
a day do we see or hear this message? It seems that all we have
to do is buy the product and the good life will be ours. This is
not new. Over a century ago, during the Victorian era, this same
message was being delivered to the public. Then, however, one of
the most common forms of advertising was a small, illustrated card
that we now call an advertising trade card--or trade card, for short.
The subject of this book is trade cards that illustrate the "change
of life" message. Called before and after trade cards in this book,
they show a problem and how it was solved by using the advertised
Containing 232 advertising trade cards that depict both a problem
and its solution, this 136-page volume also includes a bibliography
and two indexes, one of advertised products, the other recording
Out of print, but available from the author, Ben Crane, at his
Web site www.tradecards.com.