Judge, 1918-11-23 · page 2 of 32
Judge — November 23, 1918 — page 2: what you’re looking at
What you’re looking at
# Analysis This is primarily a **Lucky Strike cigarette advertisement**, not political satire. The ad cleverly exploits government approval to market cigarettes. The "Buckwheat is approved" messaging refers to **Food Administration endorsement** of buckwheat pancakes during wartime rationing (likely WWI era, when food was strictly regulated). The ad draws a humorous parallel: just as the government approved buckwheat as a nutritious breakfast, Lucky Strike cigarettes are "toasted" and thus supposedly endorsed as quality. The comparison is absurd by modern standards—equating food safety approval with cigarette quality—but represents early **tobacco industry marketing tactics** exploiting government credibility. The sidebar mentions saving tin-foil for the Red Cross, dating this to wartime. Modern readers should recognize this as a **now-banned advertising practice**: using false health/government associations to sell cigarettes.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UCKWHEAT is approved! The great Amer- ican breakfast is “endorsed” by the Food Administration. Now think of the difference between buckwheat batter—and a pile of golden brown, flaky, buckwheat cakes! Oh, say! Cooking does the trick. Same with tobacco; it’s more appetiz- ing cooked. Try Lucky Strike Cigarette—it’s toasted. SAVE the Lucky Str ett ig: and give it to the Red C comicbooks.com