Life, 1916-05-18 · page 2 of 48
Life — May 18, 1916 — page 2: what you’re looking at
What you’re looking at
The advertisement for Tuxedo tobacco features endorsements from five famous World War I correspondents: Irvin S. Cobb, Wythe Williams, Walter Niebuhr, Richard Henry Little, and Herbert Bayard Swope. Each correspondent provides a signed testimonial praising the tobacco brand. The "satire" here is subtle and commercial rather than political: Life magazine (known for humor) is humorously presenting serious war reporters as tobacco enthusiasts. The joke relies on the incongruity of dignified journalists endorsing a consumer product, lending their prestige to sell cigarettes and pipe tobacco. This represents early 20th-century advertising strategy: using celebrity endorsements from respected public figures to build brand credibility. No specific political event or cartoon is being satirized—this is straightforward product marketing disguised as editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Fatered atthe Post Ofice at New York, N. Yo.a0 Secood Cass Mail Marte Estered, nada. IRVIN With the German army in Relgivm rance for the Saturday Live: f. Cobb says: hink of ony reason why 1 shoaldS voy'l like Taxedo—becaase 1 do Tike it very much." WYTHE WILLIAMS New York T accredited to. tt the Western fr W illiams says: “That ‘Tuxedo Process’ mast be 0 won- derfel thing, jedging by Tuxedo tobacco. The most enjoyable ond satisfying smoke I ever tried is Tarede. f] (Mgnume With the German army du drive on Warsaw, for the Vress. Mr. Nicbubr ““Tarede is remarkobly mild and delight. fully fragrant. 1 fd that I can smoke it i day snd enioy the last pibefal Jost cs much as the frst.” in United ‘a8 Second Class Matter at the Bost ‘fice Departmeat, ‘Copyright ia Englaad and the British Possessions. Famous War Correspondents Smoke and Endorse Tuxedo Among the most brilliant men in the world today —men of genius, able thinkers, talented write! are those who give us in vivid pen-pictures the stir- ring story of the greatest of all wars. On this page, world-famous reporters of the gigantic conflict tell why the modern war corre- spondent smokes Tuxedo. That brisk, wholesome taste of “ Tux” keeps his mind alert and vigorous—and it's so wonderfully mild and soothing he can smoke it any time, every time and all the time and never know he has nerves! The Perfect Tobacco for Pipe and Cigarette Tuxedo is made of ripe old Burley leaf, aged 3 to 5 years—and—it's “ Tuxedo Processed!” That's the big, overshadowing reason why Tux- edo is ina class by itself—the “ Tuxedo Process.” The choicest leaf that grows may be aged for many years—and it will still lack the perfect mild- ness and mellowness essential to a comfortable, wholesome smoke. But—after the aged leaf has been “ Tuxedo Processed,” every particle of bite is absolutely re- moved—the tobacco becomes supremely mild—and you can smoke Tuxedo all you p' the sweet, fragrant, pleasant smoke that makes your pipe your best friend. Tuxedo has plenty of imitators—but you insist on getting Tuxedo and avoid disappointment. YOU CAN BUY TUXEDO EVERYWHERE Convenient tlassine wrapped. Famous green tin, with gold moisture-proof pouch : 5c lettering.curvedtofitpocket 10c In Tin Hamidors, 40c and 80c In Glass Hamidors, SOc end 90¢ THE AMERICAN TOBACCO COMPANY Mlustrations areabout third size realpackages. RICHARD HENRY LITTLE At the front in the Spanish: ican, Russian-Japanese and. the pres ent European wars. Mr. Little says: “I have found Taxedo a faithfal compan- ion inthe feld and in the came. In all my wialoeoely of the mo:t important parte mo inestincse WM. PHILIP SIMMS Manager Paris Bureau United Press and the first American corre spondent. peru French front. Mr. “Taredo tives me more real than any other tobacco | ever ehsays tastes good, eoidiors or indoors, morning, noon or nigh Were, i awe HERBERT BAYARD SWOPE Sawaction with the Germans on both the French and Russian fronts for the New York World. Mr. Swope says: ‘There’s a lot of comfort and satisfaction ina pipe when the t doesn't bite your tongue. Tuxedo never does and that's wy TV enjoy Tuxedo s0 mach Loan ee ws comicbooks.com