142. Philippine Trade Cards

An early sample of Philippine trade cards. Trade cards are an early form of collectible
advertising. These cards typically had a picture on one side and an ad on the other.
There were custom cards printed for specific products, and stock cards that
could be used for any product. 

The trade card is an early example of the modern business card.  In its original sense, the "trade" in trade card refers to its use by the proprietor of a business to announce his trade or line of business. Trade cards were widely used by retailers and tradesmen from around the late 17th-century in Paris, Lyon, and London.

Fuelled by the advent of color lithography and multi-color printing, trade cards entered their heyday in the late 19th-century.  Businesses began to create increasingly sophisticated designs, using color printing as shown in an early card featuring a Spanish general promoting European shoes in Escolta. Another popular trade card is the Liebig cards series showcasing the early Philippine livelihood and landscapes at the turn of the century.

The attractive and colorful designs spawned a passion for collecting trade cards, which became a popular hobby in the late 19th century.

Spanish Philippine trade card featuring Exmo. Senor General Martinez Campos promoting European
shoes sold at SOMBRERERIA SECKER by Carlos Mortiz y Cia, 37 Escolta.

“El mayor mayor surtido de calzado national y estrangero. Esta casa receibe casa correo lo mas
nuevo y los mas elegante en calzado de Senoras como caballeros.”

The largest assortment of national footwear and stretcher. This house receives mail and houses
the newest and the most elegant shoes for ladies and gentlemen.

THE FROST WIRE FENCE COMPANY with a colonial undertone
advertisement at the back

It was the Americans who popularized the trade cards in the Philippines.  To showcase the new territories they won over Spain, they made advertising cards featuring the people, products, scenery, and culture they colonized which included the Philippines. 

During active American involvement in World War II (1941–45), propaganda was used to increase support for the war and commitment to an Allied victory. Trade cards introduced war themes into their stories showing victory against the Japanese forces in the Philippines. 

By moving into the realm of collecting, trade cards gave rise to the trading card, the meaning now shifting to the exchange or trade of cards by enthusiasts. Some cards, particularly those produced by tobacco companies featuring famous historical events, and personalities of Philippine ethnic tribes, later developed into collectibles and lost their function as a business advertisement.

Iranun Moro, Man from Sulu, Aeta of Luzon, Ifugao, Guinane of Luzon, Kalinga of Luzon.  Beilage Zur Raritat
Ziggarette  (German Cigarette Card).  Cigarette cards are trade cards issued by tobacco manufacturers to stiffen
cigarette packaging and advertise cigarette brands

Due to the popularity of these trade cards, entrepreneurs drop the advertising side to produce more for the Filipino kids to play.  In the early 60s, the trading card was reborn into the "TEKS" card.  These "teks" cards were printed for a short period and were based on the popular movie, TV series, cartoon superhero, or a famous celebrity at the time it was printed.

Here are some of the trade cards I have collected over the years.

Source: Wikipedia

With the advent of commercial engraving and lithography, illustrations became a standard feature of even the humblest 
trade card such as this Spanish Philippine era trade card of  JOSE RIVERO from Ilocos Sur Vigan.

These miniature 1885 prints of Philippine sceneries and landscapes featured in  trading cards were printed in Antwerp,
Belgium.  These trading cards advertised a German–manufactured meat product  Liebig Company’s Fleisch-Extract.  

Dewey at Manila Bay.  On May 1, 1898,  Admiral George Dewey led an attack on Manila Bay, sinking the entire
Spanish Pacific fleet while suffering only minor casualties. After the battle, his fleet assisted in the capture of
Manila. Dewey's victory at Manila Bay was widely lauded in the United States.  Issued by Pioneer Milk Bread 

Small cards featuring the American top brass during Spanish-Philippine War.   Admiral Dewey the hero of Battle Manila
Bay. General Otis was appointed major general of volunteers and was sent to the Philippines.  Gen. Merritt became the
first American military governor of the Philippines.

Arrando un Arrozal, Baguio - Habitaciones Campestres, Manila – Balsa de Bambu, Manila- Administracion de Correo.
(Plowing a rice paddy, Baguio - Rooms in country style, Manila - Bamboo raft, Manila- administration of mail.)

Peculiarridades del Mundo / Album Universal by Obsequio De Susini (Cuban cigarette cards)

BULL DURHAM cigarette card with catchy advertisement slogan. 

Edite Par Le CHOCOLAT PUPIER featuring Ifugao habitat, costume and culture. Philippine map and Manila Cathedral
included in the series. (French chocolate bar)

Habitation in Sumatra and Philippines by Liebig, Les Philippines by Chocolateria D' Anguebelle and Dwellings in the Philippine and Jamaica by Dr. Thomson's

PHILIPPINE Inhabitants by TABAC (French cigar),
CHOCOLAT ANTONIE, Bruxelles and CHOCOLAT POULAIN, France (Chocolate bars)

Different trade cards of Magellan and Discovery of the Philippines by Kellogg, Weeties, Brooke Bond Tea,
Nabisco Pyt., and Soie Coudre

Le Premier Tour De Monde. Mort de Magellan  (Death of Magellan) by Liebig Meat Extract 

On 21 April 1521, Magellan and members of his crew attempted to subdue the Mactan natives by force. At the battle,
the Europeans were overpowered and Magellan was killed by the forces of Lapu-Lapu, chieftain of Mactan. 

PHILIPPINE ISLAND - Natives Fishing, View of Manila and Savage Native
by EMERSON PIANO, USA

A traves del mundo – FILIPINAS by Verdadera Quina Laroche (French tonic drink)

Philippine Slapping Game by the Igorots by NAFZIGER BAKING CO. USA

Philippine Eagle - Vanishing Wildlife Series by WWF, Philippine Island Native by RECRUIT Little Cigar, Philippine
 Island 1854 Isabel 2 reales stamp - Rare Stamp series by TWININGS, Moro of the PI by The WIZARD WARRIOR
 CARDS,  and A Philippine Musician -People and Places series by HITCHAM'S 

PHILIPPINE ISLANDS - Main Products and Industries. Compliments of  PEOPLES LIFE INSURANCE CO.,
Washington, D.C.

Philippine flags - Flags of the World series, Filppine by Fonetica and Eucalol  Perfumeria Myrta. 

Philippinen Olympic Banner (1936) by Zigaretten Fabrik (German cigarette cards)

Philippine Athletes at the 1936 Olympic Games in Berlin. Philippine Basketball team, Lodix Farbstarh
(German medicinal cream) and Boxer Jose Padilla Vs. Harangi by Weiter Werke sind. 

Cabaret trade/advertisement cards - Luzon Cabaret, Makati.  Maypajo Cabaret, Caloocan.  Santa Ana Cabaret, Manila. 

Philippine WWII battle scenes by 1942 GUM  CARDS (US bubble gum cards)

Pinup cards by WINFIELD CIGARETTE.  These cards were popular after WWII  up to the 1950s