Judge — June 16, 1928 — page 36: what you’re looking at

What you’re looking at

This is a **cigarette advertisement**, not satire. It features Alex Smith, a golf professional, endorsing Lucky Strike cigarettes. The ad claims the cigarettes are "mild," have "wonderful flavor," don't affect nerves, and cause "no throat irritation"—typical health claims that tobacco companies made before modern regulation. The "joke" is a pun: Smith calls Lucky Strikes "the surest hole in one in the smoke world," conflating golf terminology with smoking. The tagline "It's toasted" was Lucky Strike's actual marketing slogan. By modern standards, this advertisement is striking for its false health claims and use of a professional athlete's endorsement to market a harmful product—practices now illegal in most countries.