Judge, 1916-11-18 · page 21 of 28
Judge — November 18, 1916 — page 21: what you’re looking at
What you’re looking at
This is primarily a **tobacco advertisement**, not satire. It appears in Judge magazine and promotes Harmony Pipe Blend by Liggett & Myers Tobacco Co. The ad's central marketing concept is the paradoxical term **"rich-mildness"**—positioning the product as uniquely balanced between mild and full-flavored tobacco. The text argues that purely "mild" blends become boring, while overly "rich" ones overwhelm the palate. Harmony supposedly achieves an unprecedented middle ground. The decorative illustration shows an ornamental display of the product tin, meant to convey sophistication and quality. The headline's italic script emphasizes gentility. **For modern readers**: This reflects early 20th-century advertising that emphasized tobacco refinement and taste gradations—concepts now quaint given tobacco's health dangers. The "mail-order option" (15 cents in stamps) was typical for period consumer marketing. There is no political satire visible; this is straightforward product promotion exploiting Judge's prestige platform to reach affluent readers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ohe tobacco with a flavor so delicate —yet full—that it might be called “rich-mildness "ow | | | [ 1S¢ you might tire of it. “Mild alone” L’ Harmony Pipe Blend were mild 2éne, tobaccos do not wear well. And “over- thes APIPE BLEND 4 rich” tobaccos are almost as discouraging, the fromm Ge Pv dsting, ‘i ra for they surfeit the palate in time as you've Y Soper nfiy, | probably found. The charm of Harmony Pipe Blend is in the happy balance of its several Imported and Domestic tobaccos—so intimately blended that you cannot tell where mild- ness leaves off and richness begins. il You will only know, and care, that you are getting, for the first time in the history Di of tobacco blending, a flavor so agreeable / = ¥ and so unusual that it might well be called “rich- mildness.” Surely, it would please you, wouldn't it, to find a tobacco like Harmony Pipe Blend that never grew tiresome. oli9q2ite MysraTobocce Ov. To be had at leading clubs, hotels and most tobacconists OR WE WILL SEND IT TO YOU. _ If your dealer cannot supply you, enclose 15 cents in stamps, and we will send you this full-sized one-cighth pound tin, postage prepaid. Liggett & Myers Tobacco Co., 212 Fifth Avenue, New York. e HARMON Y 2A PIPE BLEND@& comicbooks.com