Life — February 5, 1903 — page 24: what you’re looking at

What you’re looking at

This is a cigarette advertisement disguised as satirical commentary. The page features a formal portrait of a distinguished bearded gentleman in evening dress, labeled "El Príncipe de Gales" (The Prince of Wales) at the top, with the punchline below: "NOW KING OF HAVANA CIGARS." The joke appears to play on a recent royal succession—likely referencing Edward VIII's abdication crisis (1936) or a similar contemporary event involving British royalty. The ad humorously suggests that the former prince, having lost his royal status, has become a cigar brand king instead. The dual coats of arms flanking the text reinforce the mock-royal presentation. This combines flattery of the product through royal association with irreverent humor about fallen nobility—typical Life magazine style advertising from the era.