Life, 1903-11-26 · page 20 of 20
Life — November 26, 1903 — page 20: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a straightforward advertisement for Devillar cigars from Cuba, published in *Life* magazine on November 26, 1908. The page promotes premium Havana cigars previously sold only in Spain and England, now marketed to American consumers. Six cigar sizes are displayed with military-themed names: Generals, Colonels, Majors, Lieutenants, Adjutants, and Captains, with corresponding prices. The naming scheme appears designed to appeal to masculine pride and social status — buyers could purchase cigars at various price points while enjoying implied military rank associations. The text emphasizes quality ("choicest tobacco," "finest workmanship") and provides smoking instructions ("Smoke them slowly, as you would sip old wine"). This reflects early 20th-century advertising conventions: premium imported goods marketed with claims of exclusivity and sophistication to upwardly mobile American smokers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
November 26, 1908, ESE cigars are the best cigars that are now made in Cuba. They have been sold almost exciusively in Spain and England on account of their extremely fine quality and straight shape. They are now offered to American smokers and have been given these new grading names to identify them in size and price. No better cigars can be made, as only the choicest tobacco, the ripest, most mature and sweetest leaf is used in making them. The straight shape is the original and best shape, as it burns better, draws more evenly and gives you more tobacco to smoke than the pointed shape. “Smoke them slowly, as you would sip old wine.” The darker colors are the most to be desired, as they smoke sweeter and mellower. “A light wrapper does not make a mild cigar!” These statements are responsibly made and can be verified—and all discriminating smokers of Havana cigars will be gratified to know that cigars of this highest quality, finest workmanship and choicest leaf can now be obtained from the leading dealers in the United States. — DE For nearly a century this trade-mark has been VILLAR, famous in Havana and has always represented RAY the finest quality of cigars ever made in Cuba. Y VILLAR Yrlage 2) sf] 3 FOR 81.00 LIEUTENANTS—15 CENTS CAPTAINS—3 FOR 50 CENTS GENERALS — 50 CENTS MAJORS—25 CENTS ADJUTANTS—20 CENTS COLONELS. A. de VILLAR Y VILLAR, CALLE DE LA INDUSTRIA, No. 174 Habana, Cuba HAVANA TOBACCO COMPANY, 111 Fifth Ave., New York General Selling Agents for the United States comicbooks.com So Se