William Hogarth - Trade card for James Figg

William Hogarth is the father of satirical caricatures and moral paintings, a genre which would later develop into cartoons and one of the most innovative artists of his generation, depicting 18th-century life, culture and his middle-class upbringing. Born 1697, in a time of social and moral depravity into a poor, middle-class family, he lived in debtors' lodging for five years as a very young boy and had seen the dark side of life. Hogarth started work as an apprentice of Ellis Gamble, a plate engraver, at the age of 16. He developed his artistic skills by attending Sir James Thornhill's Academy of art in London's Covent Garden and gained popularity for his prints that brought art to the common man for the first time in history. From 1731 onwards, Hogarth produced what was to become known as his 'modern morality' paintings. These were specifically designed to be copied in large numbers and sold as prints to members of the public. The deterioration of British morals particularly concerned him and his satirical engravings illustrate his concerns for his fellow countrymen. He created a new school of English painting to rival the Old Masters of the Renaissance. Technological advances allowed his engravings to be sold in large numbers to people who would not have been able to previously afford art. His series of moral paintings, such as A Harlot's Progress and A Rake's Progress took a satirical look at the social order of the day and highlighted the best and worst parts of English culture. The principals of this work relied heavily on what Hogarth described as 'the Line of Beauty', the serpentine line which was incorporated into much of his work.

British trade cards are a type of advertising that was popular in Britain during the 18th and 19th centuries. They were used by businesses to promote their products and services, and they often featured colorful and eye-catching designs. Trade cards were a popular form of advertising because they were relatively inexpensive to produce and distribute. They were also effective in reaching a wide audience, as they could be handed out in person or left in public places. Trade cards were typically printed on paper or card stock, and they were often folded into a four-page leaflet. The front of the card would usually feature an image or illustration of the product or service being advertised, while the back would contain information about the business, such as its address and contact details.