Judge — June 2, 1928 — page 36: what you’re looking at

What you’re looking at

This is a **cigarette advertisement**, not satire or political commentary. The image shows a uniformed bellhop or porter in an exaggerated jumping pose, holding a cigarette package. The ad copy claims that Fatimas cigarettes are in high demand across various social venues ("clubs and liners, hotels and homes"), emphasizing that taste rather than price justifies their premium cost. The 1928 copyright indicates this predates health warnings about smoking. The energetic, stylized figure was typical of advertising aesthetics of the era—designed to convey liveliness and appeal. The phrase "don't spare the horses" is a period idiom meaning to go all out without restraint, suggesting the product's quality warrants enthusiastic endorsement.