Judge, 1916-09-09 · page 32 of 32
Judge — September 9, 1916 — page 32: what you’re looking at
What you’re looking at
This page is primarily a **tobacco advertisement**, not satire. It's a "Bull Durham" cigarette ad from *Judge* magazine showing an elegant 1910s-era party scene: well-dressed men and women in formal attire, with musicians performing (guitar player visible). The ad's appeal relies on **period class signifiers**—the sophisticated dinner setting suggests that smoking Bull Durham signals refinement and social status. The headline "Lively Smoke for Lively Times" promises the product enhances social pleasure and vitality. The ad emphasizes **"roll your own" cigarettes**, promoting consumer agency and economy. It offers free instructional booklets and cigarette papers to encourage adoption. To modern readers, this is striking primarily for its **casual tobacco marketing to a general audience**—no age restrictions, health warnings, or irony. The aspirational lifestyle branding (gaiety, brightness, connoisseurship) was standard advertising practice before mid-century tobacco regulation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Lively Smoke for Lively Times That spirited sparkle and freshness of a “Bull Durham cigarette just fit in with wholesome gaiety and genial pleasure. And it makes a smoke that for life and vim and breezy brightness has never yet been equalled. GENUINE ‘BULL DURHAM SMOKING TOBACCO Auk for FREE noche “Bull” Durham is made of the mildest, sweetest types of Carolina-Virginia. 77 cach be sack. leaf—the most wonderful blend of these famous tobaccos in the world. - Distinctive in flavor—unique in aroma—the smoke of the connoisseur. { Learn to “roll your own” with “Bull’’ Durham. A few trials will give you the knack. Then you can enjoy any place in any company a fresh- rolled “Bull” Durham cigarette made by yourself to your own liking. An Illustrated Booklet, showing cor- FREE rect way to “Roll Your Own” Cigarettes and a package of cigarette papers, will both be mailed, free, to any address in the United States on request. Address “Bull” Durham, Durham, N. C., Rocm 1288. THE AMERICAN TOBACCO COMPANY