Batak bark "Book of Charms" cigarette advertising trade card

United Kingdom: Issued by Imperial Tobacco Company, 1929. First Edition. Very Good+. First Edition. From the back of card: "The Batak, or Bark Book of Charms, is a magical ritual implicitly believed in by the natives of Sumatra. It is consulted as a reliable guide and counselor in their private and important affairs. In the East Indian Archipelago superstition talismans, and amulets, play a most important part in the lives of the natives. Sickness is attributed to the patient being possessed of an evil spirit, and their witch doctors profess to expel the intruder by the means of charms. Often the names of the sufferers are changed in order to deceive the evil spirits." Issued as an advertising trade with Wills's Cigarettes in Bristol and London.

Cigarette cards were issued by tobacco manufacturers to stiffen cigarette packaging and advertise cigarette brands. Between 1875 and the 1940s, cigarette companies often included collectible cards with their packages of cigarettes. Cigarette card sets document popular culture from the turn of the century, often depicting the period's actresses, costumes, and sports, as well as offering insights into mainstream humor and cultural norms. Unmarred printed double-sided trade card measuring: 2-5/8 '' x 1-3/8 '' or 6.5 cm. x 3.5 cm. Illustrated with image of Sumatran batak bark book with text on verso. Single card in a set of originally 50 cards on charms.