Judge, 1918-10-19 · page 25 of 32
Judge — October 19, 1918 — page 25: what you’re looking at
What you’re looking at
This is a Lucky Strike cigarette advertisement from October 1918, appearing during World War I's final weeks. The ad uses wartime rationing messaging to promote cigarettes by drawing a parallel between the Food Administration's recommendation to use baked apples (improved flavor through cooking) and Lucky Strike's "toasted" tobacco process. The advertisement exploits patriotic sentiment by suggesting tin-foil collection from cigarette packages supports the Red Cross war effort. This is primarily a commercial advertisement rather than political satire, though it cleverly co-opts official government health guidance and wartime charity appeals to market cigarettes as both a flavor improvement and patriotic purchase. The comparison of cooking apples to toasting tobacco is the central marketing metaphor.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
October 19, 1918 Use plenty of BAKED APPLES Id have SE plenty of baked apples. Cooked fruits are recommended by the Food Administration. How baking does bring out the delicious flavor in a baked apple—it’s improved 100% over the raw apple. We use the same idea to improve the flavor of tobacco —offer it to you toasted instead of raw. Try Lucky Strike Cigarette—it’s toasted. ‘A CIGARETTE It’s toasted ‘SAVE the TIN-FOIL from Lucky Strike Cigarette and give it to the Red Cross © 7 Guaranteed by can Se) tNCORPORATEO comicbooks.com