Judge, 1917-10-06 · page 28 of 28
Judge — October 6, 1917 — page 28: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not political satire. It features a formal portrait of a well-dressed man in a suit positioned above promotional text for "Fatima: A Sensible Cigarette." The ad's appeal is directed at successful "big men"—both young and old—suggesting that smoking Fatima demonstrates good judgment. The copy claims Fatima's superiority lies in allowing smokers to smoke "more often than usual" while remaining "keen and alert," positioning the cigarette as a rational choice for busy, important men. This reflects **early-20th-century advertising conventions**: using masculine authority figures and pseudo-scientific claims (keeping one "sensible" despite increased smoking) to market tobacco to professional classes. The term "sensible" is ironic by modern standards, given what we now know about cigarette health effects.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ODAY, “big” men—young as well as old— know that it is worth while to give some thought even to what they smoke. Ot course, Fatima is not the only cigarette chosen by these men; but perhaps it comes nearer to it than any other, KAW This is doubtless because men find that, even though they may smoke more often than usual, Fati ill Jeave them feeling keen and alert. timas are rightly called “sensible.” CA Sensible Cigarette comicbooks.com