Judge, 1917-04-21 · page 32 of 32
Judge — April 21, 1917 — page 32: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward cigarette advertisement for Fatima brand cigarettes, placed in Judge magazine. The page features a formal portrait photograph of a distinguished gentleman in business attire, presented as the ideal consumer. The ad's pitch appeals to professional men ("whose work depends on clear thinking"), positioning Fatimas as the sensible choice for serious, productive individuals. The marketing language emphasizes comfort and non-disturbance during work — suggesting the cigarette won't interfere with concentration or "afterwards" cause regret or physical discomfort. This reflects early 20th-century advertising strategies that linked smoking to sophistication, rationality, and business success. The copy specifically notes men are "electing" Fatimas, using language that frames cigarette choice as a deliberate, intelligent decision. There is no satire present — Judge's pages frequently mixed editorial cartoons with straightforward advertising revenue.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
| | | | | ———# HIE MAN whose work de- pends on clear thinking knows the common sense of choosin ¢ that does not disturb That is doubtless whyso many sound, substantial men are ele ing Fatimas for their smoke. Because Fatimas are TED FOR LIGGETT @ MYERS TOBACCO CO, comfortable—comfortable while you're smoking them and, even moreimportant,afterwards, too, even though you may smoke more often than usual. Your first package of Fatimas will show you how sensible it is to decide on a comfortable « etle, Ljgatte MyorsTelaceo Cx KATIMA A Sensible Cigarette THE SCHWEINLER PRESS comicbooks.com