Life — July 3, 1913 — page 2: what you’re looking at

What you’re looking at

This is a **cigarette advertisement**, not political satire. The page shows a man and woman at the beach with the headline "Distinctively Individual." The ad copy reads: "Fatima Cigarettes do not make a summer but they play an important part—15¢ the Package" (by Liggett & Myers Tobacco Co.). The humor is mild and gender-focused for the era: the woman's exaggerated beach outfit and pose suggest that Fatima cigarettes are an essential summer accessory for stylish people. The "distinctively individual" tagline implies smoking these cigarettes marks one as fashionable and unique. This reflects early 20th-century advertising that marketed cigarettes as lifestyle products associated with modernity and personal expression, particularly targeting women—a relatively new market then.