Judge, 1917-07-14 · page 21 of 27
Judge — July 14, 1917 — page 21: what you’re looking at
What you’re looking at
This is a **tobacco advertisement**, not satire or a political cartoon. Published July 14, 1917 (during WWI), it uses a photograph of real soldiers from the 12th New York Infantry to promote Bull Durham tobacco. The ad capitalizes on wartime patriotism and soldiers' actual practice of rolling cigarettes by hand. The headline "Company C Answers 'Roll' Call" puns on military terminology—soldiers literally "roll their own" cigarettes using Bull Durham's loose tobacco and rolling papers (called "Makings"). The sales pitch argues hand-rolled cigarettes are superior to machine-made ones because they're fresher and more economical. A sidebar suggests the product for pipe smokers as well. The "famous muslin sack" referenced in the caption refers to Bull Durham's distinctive small cloth pouches, recognizable to consumers of the era. This exploits soldiers' actual needs and habits for commercial purposes, presenting the product as patriotic and soldier-approved.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
July 14, 1917 —~“i = Sergeants Mackin, Poegnant and Beet, Corporal Rogers, Privates Scully, Vandenbark, Nolan, Dietz and Martin, of Company C, 12th N. Y. Infantry, photographed at McAllen, Texas. Look for the famous muslin sack. Company C Answers “Roll” Call All hands “roll their own” in the army and navy. Wonder why our fighting men prize the ‘“Makings” so highly? Here's the reason: — You can make for yourself, with your own hands, the mildest, most fragrant, most enjoyable cigarette in the world—and the most economical. Machines can’t imitate it. The only way to get that freshness, that flavor, that lasting satisfaction—is to “roll your own” with GENUINE “BULL DURHAM TOBACCO ac “ ‘ toPing Smoke ° of a Nation / focrnpe tiny frie Sugar In Your coffee