Judge, 1917-05-19 · page 21 of 32
Judge — May 19, 1917 — page 21: what you’re looking at
What you’re looking at
This is a cigarette advertisement, not political satire. It appeared in *Judge* magazine on May 19, 1917, during America's early involvement in World War I. The ad features a photograph of soldiers from the Ninth Massachusetts Infantry at Camp Cotton, Texas, positioned as endorsement. The tagline "Uncle Sam's Men Behind the Guns 'Roll Their Own'" connects military service to rolling custom cigarettes using Bull Durham tobacco and rolling papers. The advertisement appeals to American ideals of self-reliance and independence—"rolling your own" cigarette represents masculine autonomy. It claims hand-rolled cigarettes are fresher and cheaper than factory-made alternatives, which machines supposedly cannot replicate. The patriotic framing (red, white, and blue; soldiers; "Uncle Sam") associates the product with national duty and the masculine American ideal during wartime. This marketing strategy was common: companies prominently featured military use to boost civilian sales.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
\N nin dan al in yma- med ners med | the low. orth |} Outpost of Ninth Massachusetts Infantry gu: Donovan; Corporal John P. Barton; Privates Henry J. Cavanaugh and Jos. M. Driscoll. Photographed at El May 19, 1917 ing the border near Camp Cotton. Lieutenant Edw. F. Corbett. Sergeants John J. Dowd, John J. Kelleher, H. i El Paso, Texas. Look for the famous muslin saci, UncleSam’s MenBehind The Guns “Roll TheirOwn” For years ‘Bull’ Durham has been the regular smoke of the U. S. Army and Navy —officers and men alike—and millions of other “regular” Americans. Men who “‘roll their own,’’ “hold their own.”’ Rolling your own cigarette is a National habit. It appeals to the American idea of independence. Lhe Makings You can make for yourself, with your own hands, the mildest, most fragrant, most enjoyable cigarette in the world —and the most economical. Ma- chines can’t imitate it. The only way to get that freshness, that flavor, that lasting satisfaction—is to “roll your own” with good old “Bull” Durham. ASUBEEStion —\of a Nation -favory, pipe tobacco." 73 1iK suger iN Your coffee Dae comicbooks.com