Pretty as a Picture. . . .

This comic card tells a tale of the course of true love not quite running smoothly in three acts, or more correctly, folds. When the card is completely closed, we see a young man, dressed in his best to impress, holding the photograph of a beautiful bathing belle he has apparently arranged to meet by the seaside,

Open the card once and the astonished swain seems to discover that the object of his affections does not quite match the petite proportions portrayed in her photograph. Or maybe he's not quite that shallow and is just shocked that she is not wearing stockings, which were de rigueur for female beachgoers. 

The final act or fold reveals that the lady's portly posterior and pilose pegs actually belong to a well-fed fellow who is innocently enjoying the view. There is no epilogue regarding whether the would-be beau simply fled or, discovering his mistake, invited the lovely lady for a stroll along the boardwalk.

This card was not intended as a postcard, as there is no place for an address or stamp. It was most likely offered as a comic trade card. Beginning in the mid-1870s, with the advent of affordable color printing, merchants and businesses began advertising on trade cards, typically small pieces of cardboard with a brightly colored images, ranging from sentimental to silly, with the name and address of the business. Companies that could afford it created custom cards picturing their products, but many businesses simply used stock cards offered by printers. The colorful cards, which were distributed for free or as premiums, were popular with customers, who often collected them, mounting them in scrapbooks. More elaborate cards, like this one, folded out to reveal new images. By the early 1900s, with color printing now widely featured in magazines and catalogs, the interest in trade cards faded.

Another folding trade card, this one actually die cut in the shape of a changing cabin. The front of a card features a young man dropping his cane, either in anguish or anticipation, as it appears that the lissom lass is about to emerge in her birthday, rather than bathing, suit. 

When the card is opened, it is revealed that she has indeed donned a swimsuit. The inside of the door carries an advertisement for Vino highballs or cocktails, found at "all First-class bars," demonstrating how a business might use these eye-catching cards to advertise. Perhaps the young lady is hinting that the gentleman, who is lingering behind the door, should buy her a drink.