Judge — April 22, 1916 — page 28: what you’re looking at

What you’re looking at

This page is primarily a **cigarette advertisement** for "Fatima: A Sensible Cigarette," not a political cartoon. The image shows a formal portrait of a distinguished older man in formal attire smoking a cigarette. The ad copy argues that cigarettes are "the mildest form of smoking" and appeals to men of "caliber" and "clear thinking" who choose Fatima brand. The satire lies in the *claim itself*: advertising cigarettes as "sensible" and promoting smoking to intellectual, successful men. By modern standards, this reveals early 20th-century advertising's brazen health claims and targeting of educated audiences—what we'd now recognize as deceptive marketing. The "sensible" framing is the joke's irony, though Judge magazine appears to be presenting it straightforwardly as advertising.