Judge — November 8, 1924 — page 36: what you’re looking at

What you’re looking at

This is a cigarette advertisement, not satire or political commentary. The page promotes Lucky Strike cigarettes with their signature marketing slogan "It's Toasted." The image shows a hand holding a cigarette over what appears to be a toasting device or flame, visually demonstrating the brand's claimed toasting process. The advertisement claims this toasting method brings out superior flavor in tobacco. This reflects early 20th-century cigarette marketing, when such ads appeared regularly in magazines like *Judge*. The "toasted" process was Lucky Strike's distinctive advertising claim—whether scientifically meaningful or not—designed to differentiate the product from competitors.