Judge, 1929-04-06 · page 36 of 36
Judge — April 6, 1929 — page 36: what you’re looking at
What you’re looking at
This is a Lucky Strike cigarette advertisement featuring Amelia Earhart, the pioneering aviator who made a transatlantic flight. The ad claims Lucky Strikes were carried aboard the "Friendship" during her crossing, using her achievement to endorse the product. The advertisement plays on early 20th-century marketing tactics linking cigarettes to health and slenderness ("for a slender figure"), while the "It's toasted" slogan was Lucky's actual advertising claim about their manufacturing process. This represents the era before tobacco's health dangers were widely acknowledged or regulated—companies freely used celebrity endorsements and health-adjacent claims to market cigarettes. Earhart's fame and association with modernity and achievement made her an appealing (if ironic) spokesperson for a product now recognized as highly dangerous.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
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