Life — November 24, 1910 — page 48: what you’re looking at

What you’re looking at

This is a Pall Mall cigarettes advertisement, not a political cartoon. The page showcases the brand's heraldic coat of arms (featuring a lion and unicorn beneath a crown), emphasizing its prestige and British heritage. The advertisement's humor lies in its pricing message: "A Shilling in London / A Quarter Here." This references the price differential between British and American markets—a shilling (British currency) equals roughly a quarter (25 cents) in American money. The joke appeals to American readers by suggesting they get the same famous British cigarettes at comparable value, making the premium product accessible. The elegant typography and formal heraldic imagery reinforce Pall Mall's positioning as a sophisticated, high-quality cigarette brand.