Life — October 26, 1916 — page 46: what you’re looking at

What you’re looking at

This is primarily a **Jordant cigarette advertisement** from Life magazine (October 26, 1916), not political satire. The ad features a well-dressed man in formal evening wear alongside a scene of refined diners at what appears to be an upscale London hotel (Hotel Claridge is mentioned). The copy plays on transatlantic pricing differences: "A Shilling in London / A Quarter Here," suggesting Jordant cigarettes cost less in America than Britain despite being a premium product. The advertisement's messaging emphasizes exclusivity and sophistication—at "good places," one simply asks for "the best cigarette" without naming the brand, implying Jordant's established prestige among the wealthy. The formal attire and elegant setting reinforce positioning this as a luxury item for refined gentlemen.