Judge, 1928-05-12 · page 36 of 36
Judge — May 12, 1928 — page 36: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not political satire. It uses a famous historical figure—**Columbus**—to promote Marlboro cigarettes by drawing a parallel between Columbus's "discovery" of the New World and the smoker's "discovery" of Marlboro as the perfect cigarette. The ad attributes the quote to Philip Morris (the company founder), claiming he considered Marlboro his greatest "discovery in tobacco blending." The Columbus imagery reinforces this theme of groundbreaking exploration and achievement. The price point ("20 for 20¢") and tagline "Mild as May" emphasize accessibility and gentleness. A bridge-scoring game offer attempts to drive consumer engagement. By modern standards, this advertisement is striking for its casual endorsement of tobacco and its use of historical achievement to legitimize a consumer product—marketing tactics now heavily restricted.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Personally | have always felt my one greatest discovery WSS oon MARLBORO (plums When Philip Morris wrote his sig- nature, in bold scarlet, across the distinctive package, he inscribed Marlboro as his greatest discovery in tobacco blending. With that first satisfying intake of mild blue Marlboro smoke, you too have discovered a new world of cigarette contentment. Thousands who accept nobody's word for anything, regularly take on a fresh cargo of Marlboros—and know they have come to the end of their quest for the perfect cigarette. Get your Marlboros today! 90 ) for Qo § ¢ MARLB ORO CIGARETTE § Mild as May Wisdsele Heo ie ———-~ Marlboro Bridge Score will be sent free upon request. Philip Morris & Co., Ltd. Inc. 44 West 18th Street, Dept. Z, New York QUADRI-COLOR CO., JAMAICA, N.Y. comicbooks.com