Judge, 1928-05-26 · page 36 of 36
Judge — May 26, 1928 — page 36: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not satire. Vincent Richards, a prominent tennis player of the 1920s, endorses Lucky Strike cigarettes. The ad exploits Richards' athletic credibility to market cigarettes as "mild and mellow" and safe for the throat—claims designed to counter growing health concerns about smoking. The "It's toasted" slogan refers to Lucky Strike's manufacturing process, positioned as making cigarettes less irritating. The advertisement exemplifies early tobacco marketing tactics: celebrity endorsement and false health reassurances ("No Throat Irritation No Cough"). For modern readers, this reveals how aggressively cigarette companies marketed directly to consumers using trusted public figures, making unsubstantiated health claims that would be illegal today. This represents mid-1920s advertising before widespread acknowledgment of smoking's dangers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
VINCENT RICHARDS Popular Tennis Star, writes: “Immediately before and after my important tennis matches lobtain the greatest possible comfort and satisfaction from Lucky Strikes. A tennis player must guard his throat carefully, and that is why I smoke only Luckies —they are mild and mellow, and cannot possibly irritate your throat, and my wind is always in splendid shape.” ©1928, The American Tobacco Co, Tne “It’s toasted” ty No Throat Irritation No Cough. comicbooks.com