Judge, 1919-06-14 · page 36 of 36
Judge — June 14, 1919 — page 36: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not a political cartoon. It features a naval officer in formal dress uniform endorsing Fatima cigarettes. The ad claims that over 80% of cigarettes sold at Navy Officers' Mess are Fatimas, appealing to military prestige and authority. The key sales pitch is that Fatimas are "sensible"—they allegedly allow smokers to indulge without the negative effects of other cigarettes ("leave him feeling as he should feel"). This represents early 20th-century tobacco marketing that: (1) leveraged military/institutional credibility, (2) made health-adjacent claims before such advertising was restricted, and (3) normalized heavy smoking among officers and enlisted men. For modern readers, the irony is stark: the ad promotes cigarettes as healthful while using military authority to boost sales—a practice now recognized as predatory marketing of a lethal product.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
JOT only with the Marines, but with — over 80% of the cigarettes sold at the Officers’ Mess are Fatima + % the entire Navy, among officers and men alike, Fatimas seem to have a de- cided preference. This preference is due not alone to Fatimas’ pleasing taste, but also we believe, to the fact that even if a man occasionaily smokes me Reports from our salesmen, for example, often than usual, Fatimas leave him feeling show that aboard our various naval ve s, as he should feel. Kgettnstrats Sern cd KATY ML 7 A Sensible Cigarette comicbooks.com