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Life, 1906-08-16 · page 19 of 24

Life — August 16, 1906 — page 19: what you’re looking at

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Life — August 16, 1906 — page 19: Life, 1906-08-16

What you’re looking at

This is primarily a **cigarette advertisement**, not a political cartoon. The page features testimonial letters praising Makaroff Russian Cigarettes, positioned as a premium product for discerning smokers ("connoisseurs"). The appeal is distinctly **class-based**: the product is marketed to educated, refined men who consider themselves "cranks" (enthusiasts) about quality tobacco. Francis Jewett Johnson, apparently the manufacturer, emphasizes that these cigarettes are "sold on merit alone" and made by someone who smokes for pleasure, not profit. Key selling points include: superior quality, mild smoke with no lingering odor, no nervousness or ill effects, and exclusivity (implying only discriminating gentlemen would appreciate them). The numerous testimonial letters from respectable sources (insurance companies, civic institutions) serve to validate the product's quality and appeal to the target demographic's desire for social distinction.

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Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

RUSSIAN CIGARETS MERICAN SMELTING AND REFINING CO. 11 BROADWAY rw YORK casey cuccenmtit PatsctnT Dear Sir: 1 have been using Makaroff Cigarettes for some © past, and have oyed smoking them in every instance. Yours trul; M. Ropert GuccENHEDS. 041 FOURTH STACET LWAUKEE, WIS. The Makaroff Special Cigarettes you sent me some time ago exceed anything I ever smoked, Iris toknow th ble to obtain cigarettes in America which it is a real pleasure to smoke. Wishing you all the success you deserve, I Nexo York Life Insurance Company Bay State Branch Office Boston, Mass, Dear Sir: Your let- tet, together with the cigarettcsordered some time ago, received. I wish to tell you that they were the finest have ever hey met with my approval in every respect. Yours very truly Haney R. Lous The Rerord-Appeal Woincron, mien. ir: Maka- tol special cigarettes are incomparable. I can say but little about them because they are % far superior to any other cigarettes L have ever smoked. I have | placed my order with the secretary of the house committee, Yours truly, T.M. Sawyer. Gel ER Bye Makaroff Russian Cigarets Made by Connoisseurs—for Connoisseurs—sold on merit alone— these cigarets are now the choice of those who discriminate My enthusiasm over these cigarets is due entirely to my énowledge of them and of cigarets in general. Ladmit Lama crank on the subject. [have been a crank on smoke for twenty years. When I talk about smoke I am talking from the smoker’s stand- point—your standpoint and mine, as smoke cranks —and not asa manufacturer. Iam a smoker first anda manufacturer afterward, I started the manu- facture of these goods strictly because that was the only way to be sure that my friends and myself were going to be supplied with them regularly. If you know anything about the uncertainties of im- porting from Russia, you know I speak fac Lam now extending the sale of Makaroff Russian Cigarets to my other friends—the ones I haven’t seen, but who are my friends just the same, because “they like the good things of life as I do, FRANCIS JEWETT JOHNSON Nearly every box. of Makaroff Russian Ciga- rets. discovers one of these friends for me. I seldom fail to get a hearty handshake — by return mail. The friends I get I keep. That's why I can afford to take all the risk of pleasing you, and J do it. Makaroff Ru Cigarets are offered to connoisseurs (another name for cranks) on the basis of smoking quality alone. They have got to ple: you as a particu- Gentlemen: Racine Wisconein I take great pleasure in I recommending your cigarettes. I have full smoked them for some time and feel that certainly they are the very best quality of tobacco in the world, ex- ceedingly mild, making the most de- licious smoke, and leaving practically no injurious after effects such as ac- company the use of Turkish, Egyptian or Virginia tobacco. Yours respectfully, Francis Jonnson. Note this particularly—it’s a big point. ‘These cigarets will leave in your office or apartments 10 trace of the odor usually associated with cigarcts. I defy anybody who approves the odor of any good smoke to object to the odor of these cigarets. (You know what the usual cigaret odor is like Another thing—you can smoke these cigarets day in and day out without any of that nervousness or ill fecling which most smokers are familiar with as a result of ordinary cigaret smoking. This is straight talk and I mean it. These cigarets won't hurt you and you owe it to yourself to find it out for yourself. The cigarets are packed in cedar boxes, one hundred to the box—done up like the finest cigars. Your Own Monogram in gold will be put on your cigarcts just as soon as you have tried them out and = want them regularly, ili gladly send you information about these cigarets, but talk is deaf and dumb com- pared with actually smoking them. Smoke is the final test. My Offer Send me your order for a trial hundred of the size and value you prefer. Try the cigarets—smoke the full hundred if you lar smoker, better than anything you have ever smoked before, or I don’t want a cent. They are made of pure, clean, sweet tobacco, the finest and highest priced Russian and Turkish wths blended scientifically by our own Russian blenders. ‘The Russians are the only read artists at cigarct blending—don’t forget that. hese cigarets are blended, made and aged as old wines are—by men with traditions of quality to live up to—men who have spent their lives at it and who have gencrations of experience back of them. Every cigaret is made by hand. Every one is in- ed before packing. I pass personally on the smoking quality of every lot of tobacco blended. We use the thinnest paper ever put on a cigaret. wish. If you don’t like them say’ so and your money will be instantly returned. You need not trouble to return any of the cigarets. I will take my chances on your giving any you don’t want to someone who will like them and who will order more. I knew that American connoisseurs would be quick to follow Europeans in recognizing the absolute superiority in smoking quality of Russian Cigarets. My sales prove it. If you wish to enjoy cigarcts at their best, with- out injury to your health, to your own sense of refinement or that of your friends, tear out the coupon now and get acquainted with read cigaret quality. Special to Dealers Lam spending a large appropriation cach month in magazine advertising to introduce these cigarets. I want one first-class dealer in every town ¢ good business, established and growing. Wi importance as distributer, and to such I can turn over a ite me. THE MAKAROFF COMPANY OF AMERICA (G. NELSON DOUGLAS) 95 MILK STREET, BOSTON. MASS. SUITE 84 » Draw a circle around the price indicating your selection Three Values RESTO CZAR SIZE Three Values i $2.50, $4.00, $6.00 per 100 Above blends also made in ladies size. Find enclosed remittance for $9, _in favor of G. Nelson Douglas for which . please send me, prepaid, hundred cigarettes of size and value indicated hereon. Name Prices on application RUSSIAN CIGARETS — 4.8. & 4. M. Commens Co. 1ROn WORKS, NEW YORK Dear Sir: Thanks for promptness and the rare treat of an abs lutely good cigaret. Please. send by re- turn mail one hundred Makaroff Royals, “Czar” size, as per circular mailed me. Yours very trul W. S. Fowl. U.S. S. PRAIRIE Navy Yard, Boston, Mass, Dear Sir: At this first opportunity I wish to say that it would be putting it mildly to state that I was pleased and satisfied with the “Makaroffs.” I shall feel grateful toward uu for the introduc- tion of them on the market, as should everyone who appre- ciates good cigarettes. Respectfully, P. A. Norturur. Cleveland, O. Am _— tremendously delighted with the cig- arettes, My friends who have tried then are equally enthusiastic. Yours very truly, F, IT. Merrick, ‘War Department sromar orrice Fr. monn va. Sir: The Makaroff Special Cigarettes were beyond my utmost ex- pectations, and were, in fact, the finest cigar- ettes I have ever smoked, and I have smoked nearly ‘Turkish and cigarette for sale in the United States. I shall place another order with you soon. Very respectfully, comicbooks.com