Judge — October 7, 1916 — page 32: what you’re looking at

What you’re looking at

This page is primarily a **cigarette advertisement** for Fatima brand, marketed as "A Sensible Cigarette" by Liggett Myers Tobacco Co. The ad features a formal portrait of a well-dressed man and argues that Fatima cigarettes appeal to "substantial men of this type" despite being inexpensive. The ad claims smokers remain "clear-headed" even when smoking frequently, positioning the product as rational and moderate compared to other cigarettes. This reflects early-20th-century advertising strategy: associating a consumer product with respectability, masculinity, and sensibility. The phrase "sensible cigarette" is ironic to modern readers, given what we now know about smoking's health effects. The ad represents a time when cigarettes were openly marketed without health warnings, and advertisers could claim cognitive benefits from smoking.