Having the president's image in an advertisement--especially that of Washington, Theodore Roosevelt, or Lincoln--helped legitimize a product and separate it from the competition. The presidential name or representation instantly made an item recognizable and in demand. In the 20th century, an unwritten rule discourages the use of an image of the current president to advertise goods.

Companies used presidential images like this of John Adams--here gracing a card about Sweet Home Soap--to encourage the acquisition of their product. This prompted sales, and the advertising cards allowed people to collect a bit of the presidency for themselves.