Judge, 1920-06-12 · page 36 of 36
Judge — June 12, 1920 — page 36: what you’re looking at
What you’re looking at
This is a **Fatima cigarette advertisement** disguised as editorial content. The "cartoon" depicts a formal banquet scene with distinguished male diners in formal attire. The ad claims that at three separate 1918-1919 civic dinners honoring prominent figures (General Pershing, Herbert Hoover, and Cardinal Mercier), Fatima was the *only* cigarette served—implying elite endorsement through association. The satirical angle is subtle: the ad positions Fatima as the "sensible" choice for sophisticated men who want "just enough Turkish" tobacco—neither too much nor too little. This appeals to masculine rationality and good taste. The elaborate dinner setting and prestigious guests are meant to suggest that discerning, powerful men chose this brand, making it a status symbol for the average reader. The humor for Judge's audience likely involved the transparent advertising strategy and the absurdity of the claim itself.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
.-.and at three historic banquets cA fact: Within a single week last fall, great civic dinners were tendered at the Waldorf- Astoria, New York, to General Pershing, to Herbert Hoover and to Cardinal Mercier. And at all three of these famous banquets, the only cigarette served by the hosts was Fatima. Keg ete ntigsre Iibasee? FATIMA Al Sensible Cigarelle "Just Enough Turkish” can afford shows that n y prefer—not too much Turkish tobacco in the’ arettes nor too little — but Turkish.”