Life — December 7, 1916 — page 2: what you’re looking at

What you’re looking at

# Analysis This is a **cigarette advertisement**, not satire or editorial content. It advertises Fatima Turkish Blend Cigarettes, manufactured by Cameron & Cameron Co. of Richmond, VA (successor to Liggett & Myers Tobacco Co.). The ad's tagline—"They're comfortable—that's why they're sensible"—uses the word "sensible" as a marketing appeal, apparently positioning these cigarettes as a rational, practical choice. The phrase "A Sensible Cigarette" appears at bottom right. The visual shows a Fatima cigarette pack decorated with evergreen branches, framed within the Christmas Life magazine issue. This seasonal presentation links the product to holiday gift-giving. By modern standards, this represents tobacco advertising before health warnings existed—marketing cigarettes directly to consumers with health-adjacent language.