Life, 1915-04-29 · page 44 of 44
Life — April 29, 1915 — page 44: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not satire. It depicts spectators at a baseball stadium enjoying a game while smoking Bull Durham rolling tobacco. The ad associates smoking with baseball fandom, portraying it as integral to the American sporting experience. The headline "Get in the Game—'Roll Your Own'" uses baseball terminology as marketing, suggesting that smoking Durham cigarettes enhances enjoyment of the sport. Key appeals: The tobacco company emphasizes that millions of fans smoke their product at ballgames, positioning it as a patriotic leisure activity tied to "sport-loving, enjoyment-loving America." The ad offers a free illustrated booklet on rolling cigarettes and complimentary cigarette papers as promotional inducements. By modern standards, this represents aggressive tobacco marketing to a mass audience without health warnings—practices now prohibited in most countries. The casual integration of smoking into family entertainment contexts reflects early 20th-century attitudes vastly different from contemporary public health policies.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Get in the Game—“Roll Your Own” When the umpire shouts “Play Ball,” light up a fresh-rolled “ Bull” Durham cigarette and settle down to root for the home team—the one best way to enjoy a ball game, as millions of “ fans” will testify. GE NUINE ‘BULL DU RHAM —_ age of “papers” SMOKING TOBACCO., wih och Se eck has been identified with the great national pastime for so many yeats Bs = that it has practically become a part of the game itself—the spec- tators’ part. No other game can ever su plant baseball—no other tobacco can ever supplant “Bull” Dotan the enthusiastic favor of sport-loving, enjoyment-loving America. , The unique fragrance of this pure, mild, mellow tobacco—the smoothness a fiaheos of “ Bull” Durham hand-made cigarettes— afford distinctive, wholesome enjoyment and thorough, lasting satisfaction. F An Illustrated Booklet, showing correct way to “Roll REE Your Own” Cigarettes, and a package of cigarette papers, will both be mailed, free, to any address in U. S. on request. __ Address “Bull” Durham, Durham, N. C., Room 1295, — THE AMERICAN TOBACCO COMPANY