Life — January 25, 1917 — page 40: what you’re looking at

What you’re looking at

This is a full-page advertisement, not a political cartoon. It promotes Pall Mall cigarettes by invoking artistic and cultural prestige. The ad uses classical references—mentions of Rodin (the famous sculptor) and marble—to position smoking as a refined, elite activity. The phrase "The Hand of Genius" compares the blending of tobacco to artistic creation, suggesting that choosing Pall Mall requires discerning taste. The copy targets wealthy consumers in upscale venues: "panelled lounge of the quiet club," "bright saloon of the ocean liner," and "stately marble house." The price ("A Shilling in London / A Quarter Here") indicates this was a premium product. The design uses decorative borders and a cigarette box image to reinforce luxury branding. This exemplifies early 20th-century advertising that associated consumer goods with high culture and social status.