Judge, 1928-08-25 · page 36 of 36
Judge — August 25, 1928 — page 36: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not editorial satire. It features William T. Tilden 2nd (a famous tennis player of the 1920s-30s), endorsing Lucky Strike cigarettes. The ad claims cigarettes are safe for performers' throats because they are "toasted," which supposedly removes irritants. Tilden testifies that smoking them during stage work causes "no throat irritation" or cough. **For modern readers:** This represents pre-regulation advertising era when: - Health claims about cigarettes were unsubstantiated and legal - Celebrity endorsements sold tobacco without disclosure - "Toasting" was marketed as a health benefit (it wasn't) - No warnings appeared on cigarette packages The ad exploits Tilden's professional credibility to suggest cigarettes are safe—a claim that would be illegal today. This page demonstrates how openly tobacco companies made false health promises before mid-20th-century regulation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
William T. Tilden 24 to protect his throat, smokes Luckies “The voice is essential to stage work and its care one of the actor’s great- est worries. During the course of some of my stage appearances, lam called upon at intervals to smoke a cigarette and naturally I have to be careful about my choice. I smoke Lucky Strikes and have yet to feel the slightest effect upon my throat. Tunderstand that toastin, es this cigarette from any throat irritants. They’re 100% with me.” 28, The American “It’s toasted” 7: ici No Throat Irritation No Cough. the loop abRicoLon co JAMAICANY comicbooks.com