Judge, 1928-12-08 · page 3 of 36
Judge — December 8, 1928 — page 3: what you’re looking at
What you’re looking at
# Analysis This is primarily a **Lucky Strike cigarette advertisement** rather than satire. It features Lieutenant General Robert Lee Bullard, a real WWI commander, endorsing cigarettes by quoting a (purported) Napoleon general about soldiers smoking to manage strain. The ad uses Bullard's military authority to legitimize smoking as healthful. It claims "20,679 physicians recognize this when they say Luckies are less irritating than other cigarettes" and emphasizes the toasted process reduces throat irritation. The tagline "Reach for a Lucky instead of a sweet" encourages weight-conscious consumers—particularly women—to substitute cigarettes for candy. By modern standards, this is shocking: using a decorated military figure and fraudulent health claims to market an addictive, carcinogenic product. The "physicians recognize" statistic is almost certainly fabricated.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Reach! fora Lucky instead ofa Sweet. Lieutenant General Robert Lee Bullard “General de Braack, one of Napoleon's great- est cavalry leaders, said: ‘Smoke yourself and teach your men to smoke. It will comfort you and them under the greatest strain.’ One hundred years after de Braack, one million Americans fighting at the front in France and smoking Lucky Strikes found it to be true. Of course, I say reach for a Lucky in- stead of a sweet. Anarmy man must besides keep fit and not be overweight.” The modern common sense way—reach for a Lucky instead of a fattening sweet. Everyone is doing it—men keep healthy and fit, women retain a trim figure. Lucky Strike, the finest tobaccos, skilfully blended, then toasted to develop a flavor which is a delight- ful alternative for that craving for fattening sweets. Toasting frees Lucky Strike from impurities. 20,679 physicians recognize this when they say Luckies are less irritating than other cigarettes. Athletes, who must keep fit, testify that L not harm their wind nor physical condit why Luckies have always been the favorite of those men who want to keep in tip-top shape and realize the danger of overweight. That’s why folks say: “Ie’s good to smoke Luckies.” A reasonable proportion of sugar in the diet is recommended, but the authorities are overwhelm. ing that too many fattening sweets are harmful Lieutenant General and that too many such are eaten by the American Robert Lee Bullard, _ people. So, for moderation’s sake we say:— who was in command of 2nd Army, A. E. F.oa pean sare “REACH FOR A LUCKY November 11, 1918 INSTEAD OF A SWEET.” “It’s toaste No Throat Irritation-No Cough. © 1029, The American Tobacco Co., Manufacturers comicbooks.com