Judge, 1928-03-03 · page 2 of 36
Judge — March 3, 1928 — page 2: what you’re looking at
What you’re looking at
# Analysis This page is primarily a **Marlboro cigarette advertisement**, not political satire. The ad features a theatrical figure (appearing to be a Shakespearean actor or jester) holding a cigarette package and gesturing dramatically. The advertisement leverages Shakespeare's name and authority, claiming he would have preferred Marlboro cigarettes, attributing a fake quote to him: "We in the theatrical profession prefer Marlboros." The copy references Philip Morris introducing "real mildness" into cigarettes, comparing the product to Shakespeare's comedies. It emphasizes the packaging ("distinctive crested packet") and markets the cigarettes as "Mild as May" at "20 for 20 cents." This represents period advertising that casually exploited high-culture references and celebrity association to market tobacco—practices now heavily restricted.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Marlboro Bridge Score sent free upon request - Wuat ramous PEOPLE WOULD HAVE SAID ABOUT MARLBORO in the theatrical profession preter -MARLBOROS- | cofhalespeare Shakespeare was right! Whether it's a comedy or a cigarette, it must be As You Like It. And Philip Morris, when he set out to put real mildness into a cigarette, and discovered Marlboro, scored a hit that all the critics like —a dash of Virginia—a sprinkling of Turkish—artfully blended—as charming as a Midsummer Night's Dream. To modern smokers, the distinctive crested packet, stamped with Philip Morris’ own signature in flaming scarlet, is the assurance of good taste and a keener cigarette enjoyment. Buy a package today. Clder My) 20 for 20 cents MARLB ORO CIGARETTE S$ ALWAYS FRESH . WRAPPED IN HEAVY FOIL Philip Morris & Co, Ltd., Inc. 44 West 18th Street, Dept. L, New York comicbooks.com