Judge, 1928-11-24 · page 3 of 36
Judge — November 24, 1928 — page 3: what you’re looking at
What you’re looking at
# Analysis This page is primarily a **Lucky Strike cigarette advertisement**, not editorial content. It features comedian **Al Jolson** endorsing the product with a quote about lighting "a Lucky and go light on the sweets" to stay fit. The ad makes health claims typical of 1920s tobacco marketing: that Lucky Strikes are "less irritating to the throat" due to a "toasting" process, and that smoking suppresses appetite better than eating sweets—making them preferable for weight management and athletic performance. The text cites "20,679 physicians" supporting these claims, a common advertising tactic of the era before cigarette health dangers were widely acknowledged. This represents pre-regulation advertising that would be illegal today, mixing celebrity endorsement with unsubstantiated medical claims.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“I light a Lucky and go light on the sweets. That’s how I keep in good shape and always feel peppy.” Al Jolson Famous comedian and star of song. OMETHING sensible. “Better to light a Lucky whenever you crave sweets.” It brings to men the health and Reach for ; x vigor that come with avoiding over- a Luck 2 r weight. To women it offers a slender, oe f : fashionable figure. And all it means is instead of | f a few puffs of a Lucky Strike when you a sweet. are tempted. 20,679 physicians have stated that Lucky Strike is less irritating to the throat than other cigarettes. Very likely this is due to toasting which removes impurities. This same process, toasting, improves and develops the flavor of the world’s finest tobaccos. This means that there is a flavor in Luckies which is a Al Jolson delightful alternative for the things that make you fat. That's why “It’s Toasted” Warner Bros. is your assurance that there's real health Vitapfone suc” in Luckies—they’re good for you! ing Fool.” as he appears in Keep fit—reach fora Lucky instead of a sweet. That’s what many men have been doing for years. They know the evidence cf prominent athletes whose favorite cigarette is Lucky Strike and who say Luckies do not harm the wind nor im- pair the physical condition. Why not give it a trial? The next time you are tempted to eat between meals orcrave sweets, go light—light upaLucky instead. “It’s toasted” No Throat Irritation-No Cough. © 1928, The American Tobacco Co, Manufacturers