Life, 1916-10-05 · page 41 of 42
Life — October 5, 1916 — page 41: what you’re looking at
What you’re looking at
This is a **tobacco advertisement disguised as fraternal satire**. The page mocks fraternal organizations like Freemasonry (referenced by "Thirty Third Degree," their highest rank) by creating a fictional "Independent Order of Real Pipe Lovin' Men"—a joke fraternity devoted entirely to smoking. The bearded man illustration represents an idealized "real pipe lover"—a romantic figure belonging to this exclusive brotherhood. The left panel contains mock-fraternal poetry celebrating the camaraderie of pipe smokers as honorable, trustworthy companions. The advertisement's actual purpose is to pitch **Velvet tobacco** to pipe smokers by flattering them as discerning gentlemen who appreciate quality. The copy emphasizes the tobacco's natural aging process and superiority, suggesting that "real" pipe lovers would recognize Velvet as the authentic choice. This combines early 20th-century advertising's celebration of masculine fraternity with product endorsement—selling tobacco by elevating smoking to an exclusive, noble pursuit.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
usta and laff ree und. ia : means i a Cy ith a mystic sign an’ Buta thirty-third deg eer é In the world-wide fellowship, That flourishes wharever ' ‘ Thar be two good men an’ That smoke a pipe together « Just the same as me an’ y When you meet real pipe lover, — You're mo’ than like to find A man who thinks ‘ A cheerful man an’ Hearty fellows, _ They belong. The Thirty Third Degreé Pipe Lover —is the man who can say: “I have found the tobacco that is tobacco as it ought to be.” To every member of the “Indepen- dent Order of Real Pipe Lovin’ Men,” we say: “You know Kentucky Burley Leaf. Is there a milder, better pipe tobacco in the world? “You know how ageing smooths and mellows tobacco.” VELVET is the richest of Kentucky's crop— naturally matured by two full years ofageing inwooden hogsheads. “VELVET is to- bacco as if ought to be.” Liggette Myers Iobacco Co 10¢ Tins Se Metal-lined Bags One Pound Glass Humidors