Daily Archives: February 9, 2017

The Broomstick Brand Emerges

I was working on two things concurrently yesterday and they merged (sort of): a presentation on emerging civic identity in Renaissance Florence for my grad class and a post on yet-another batch of Salem trade cards from the eighteenth, nineteenth, and twentieth centuries. A lot of time-traveling, but a common theme of projection. Actually the post was supposed to be about candy; I thought I might be able to parlay one lovely colonial trade card into a whole series of Salem-made confections for Valentine’s Day. But no, not enough chocolate and Salem gibraltars are not particularly romantic. So instead I just looked at the emblems on my run of cards and saw an emerging brand and identity for Salem: from a maritime center in the nineteenth century to Witch City in the twentieth, with a few horses interspersed among the ships and broomsticks. This is much too selective a sample to prove anything, but at the very least it illustrates two hypotheses I have about the development of “Witch City” as Salem’s primary civic identity: it came about because of commercial factors more than cultural (or historical) ones, and it really intensified in the 1890s, coincidentally with the commemoration of the bicentennial of the Witch Trials in 1892. Apart from ascribing any wider meaning to this ephemera, I just love to look at it; there’s something about the inclusion of such artistic images and lettering on such everyday items as trade cards and billheads that impresses me: if only our disposable, digital age was interested in leaving as lasting an impression.

A century and a half of Salem commercial ephemera: from seaport to Witch City.

ephemera-1

ephemera-2-1790

ephemera-3

ephemera-4

ephemera-11-1874

ephemera-12-1874

ephemera-13-closeup

ephemera-14-1870s

ephemera-9-1889

ephemera-10-1897

ephemera-8

ephemera-7

ephemera-6

Salem trade cards and billheads via American Broadsides and Ephemera and Salem State Archives and Special Collections.


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