Life, 1915-11-04 · page 39 of 56
Life — November 4, 1915 — page 39: what you’re looking at
What you’re looking at
This is a **tobacco advertisement**, not satire or political commentary. The page uses a character marketing technique common in early 20th-century advertising. "Velvet Joe" is a fictional persona—a kindly, elderly Southern gentleman who speaks in dialect ("Ev'rything...gets mo' so with age"). The advertisement draws a parallel between Joe's character (improved by age and wisdom) and Velvet tobacco (improved by two years of aging). Both are presented as naturally good products that become better over time. The strategy anthropomorphizes the tobacco brand by associating it with folksy virtue and gentle Southern charm. The portrait shows a bearded older man smoking a pipe, reinforcing the "aged wisdom" metaphor. The text emphasizes Kentucky origins and careful ripening to justify premium pricing. For modern readers: this reflects an era when tobacco advertising could openly celebrate smoking without health warnings, and when such ads relied on nostalgic character-building rather than the lifestyle imagery that would dominate later campaigns.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
n book d from dressed f umo- This is the Picture of a Kindly Man It is Velvet Joe, the genial philosopher of the pipe. His outlook on life is that of a man who loves his fellows—who has faith’ in them— and who believes in gentle words and cheery helpfulness. And why is Velvet Joe kindly and cheerful? Because, to a naturally sunny disposition, he has added the wisdom and ripeness of years. As Velvet Joe says: “Ev’rything, good or bad, gets mo’ so with age. Thar ain’t even no fool like an ole fool.” This is the Picture of a Kindly Tobacco ‘It is VELVET—the smoothest smoking tobacco. Like Velvet Joe, it hails from Kentucky— the land of many good things—but none better than the rich Kentucky Burley, the choicest leaves of which go into the blending of VELVET. Like Velvet Joe, VELVET tobacco owes its pleasant melltowness to the improvement that comes only with age. For VELVET tobacco is ripened for two years, during which anything resembling “bite” is remov and the tobacco is mellowed into a fragrant, full- flavored quality that justifies its claim of “The Smoothest Smoking Tobacco.” You must have good tobacco to start with, and age to improve it and make it “mo’ so.” VELVET is right tobacco to begin with and the years of ageing mature and mellow it. Panama-Pacike Exposition’s highest award—The Grand Prix —has been awarded to VELVET “for its superior quality."* 10c Tins Se Metallined Bags MysrsFebaveo One Pound Class Humidors CIPSHE. & comicbooks.com