Judge — May 18, 1929 — page 36: what you’re looking at

What you’re looking at

This is a 1929 advertisement for Lucky Strike cigarettes, not satire. The page features Hamilton Fish Jr., identified as a "National Legislator and Public Official," endorsing the product. The ad's central claim—"It's toasted" and "No Throat Irritation—No Cough"—represents Lucky Strike's famous marketing pitch that the toasting process made cigarettes safer and less irritating than competitors' products. The slogan "Reach for a Lucky instead of a sweet" encouraged smoking as an alternative to candy consumption, a strategy that appealed to weight-conscious consumers, particularly women. This reflects early 20th-century advertising before cigarettes' health dangers were widely acknowledged or regulated.