Judge, 1918-04-20 · page 36 of 36
Judge — April 20, 1918 — page 36: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not political satire. The image shows a military officer in what appears to be WWI-era uniform, gazing out a porthole, positioned to endorse Fatima brand cigarettes. The advertisement's pitch emphasizes "smoking comfort" and positions Fatimas as a "sensible cigarette" suitable for military personnel. The marketing strategy exploits military prestige—noting the brand's "noticeable preference...in the Army and Navy among officers and men"—to build civilian consumer appeal. The text claims Fatimas won't remind smokers unpleasantly of overindulgence, a selling point to health-conscious buyers of the era. The price (15¢) and bulk option (100 for $1.00) are shown. This reflects early 20th-century advertising's unregulated approach: using military figures and comfort claims to market tobacco without health disclaimers. Judge magazine published such advertisements alongside satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HE noticeable preference for Fatimas in the Army and Navy among offi- cers and men alike is due, of course, to the very same thing that makes Fatimas so widely popular in every-day life. In addition to their pleasing taste, Fatimas offer true smoking com, nor while being smoked and afterw ord » too. PAINTED FOR LIGGETE & MYEXS TuRACLD Cv. So that, even if occasionally a man does smoke more often than usual, Fatimas never unpleasantly remind him of it. That is true smoking comfort;common sense in cigarettes. It is why Fatimas are known as a sensible cigarette. FATIMA CA Sensible @i igarette Also in tins of 100 — $1.00