Life — July 6, 1916 — page 2: what you’re looking at

What you’re looking at

# Analysis This page is primarily **advertising, not satire or political commentary**. It features a Fatima cigarette advertisement from the early 20th century. The ad shows a formal portrait of an unidentified man in profile, dressed in dark clothing with a white collar. Below, the copy argues that Fatima cigarettes are "a Sensible Cigarette" because they're mild—"the mildest form of smoking"—and appeal to "clear-thinking, substantial men." The advertisement markets the product as sophisticated and refined, suitable for serious professionals. The portrait's formal presentation and the emphasis on the cigarette being "sensible" reflect advertising strategies of the era, which associated products with respectability and social status. No political figures are caricatured here.