Judge, 1916-10-21 · page 32 of 32
Judge — October 21, 1916 — page 32: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not satire or political commentary. The "Judge" magazine page promotes Bull Durham smoking tobacco to American military personnel. The illustration depicts two soldiers (one in flying gear, one in campaign hat) conversing near an early aircraft, establishing a military setting. The ad claims Bull Durham is standard-issue equipment across all army branches—from infantry to "new aerial scouts" (WWI-era pilots). The appeal is patriotic and masculine: smoking Bull Durham is presented as a soldier's right-of-passage and mark of manhood ("rolling your own" is "a man's art"). The accompanying bull mascot reinforces strength and virility. **Modern context**: This reflects pre-health-warning tobacco marketing that openly targeted youth and military audiences, using patriotism and masculinity as selling points. Such ads would be illegal today. This is advertising copy, not editorial satire, though it exemplifies the era's unrestrained tobacco promotion.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Smoke of the Service From “rookie” to seasoned trooper—from the old line fighters to the new aerial scouts—every branch of the American army smokes “Bull” Durham. It's part of their equipment in barracks, camp or field. For snappy swing and lively action— for fresh, wholesome, youthful vigor—everywhere our boys in khaki “roll their own” with “Bull” Durham. gE NUINE ‘BULL DURHAM Eee SMOKING TOBACCO = “Bull” Durham is the world’s greatest cigarette tobacco. Its mellow-sweet flavor and aromatic fragrance are unique. “Rolling your own” with “Bull” Durham is a man’s art —combining the joys of achieve- ment and of smoking satisfaction. It's easy to leam—and then you'll know the pleasure of smoking the smoothest, freshest, liveliest cigarette that can pos- sibly be made. THE AMERICAN TOBACCO COMPANY comicbooksieamim