Life, 1917-05-03 · page 2 of 42
Life — May 3, 1917 — page 2: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement** rather than political satire. The engraving depicts a 19th-century street parade or public gathering, likely referencing a historical event when cigarettes were novelties in America. The ad's narrative claims that even two generations prior, the "Mayor and the Banker" were proud to belong to the local Fire Company and valued Richmond Straight Cuts for their Virginia tobacco quality. The text emphasizes the product uses *domestic* Virginia tobacco (avoiding import duties), positioning this as economically advantageous compared to imported alternatives. The phrase "quite as interesting to me as the Parade" suggests cigarettes were considered sophisticated entertainment worthy of gentlemen's attention. This reflects early-20th-century marketing strategies targeting affluent male consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published every Thursday. Annual Subscription ™ Five Dollars. Single Copies, Ten Cents. Price in England, Sispence. Entered at the Post Office at New York, N. ¥..28 Second Class Mail Matter, LIFE See Sel Entered a3 Second Class Matter af the Post Richmond Straight Cut CIGARETTES PLAIN CORK TIPS +++ quite as interesting to me as the Parade, were the paper rolls of Virginia tobacco, called ‘cigarettes,’ to which my Southern friend introduced me.” Even in those days, —two genera- tions ago—when the Mayor and the Banker were proud to belong to the local Fire Company, “Richmond Straight Cuts” were already famous for the delicacy of their “bright” Virginia tobacco. It is choice to- bacco— NOT imported, but impor- tant to you because of that fact. Imported tobacco pays import duty. Virginia tobacco pays no im- port duty—all the value in “Rich- mond Straight Cuts’’ is in the ciga- rette, where it should be. Besides the regular package shown here, these ciga- rettes are also packed in attractive tins, 50 for 40 cents; 100 for 75 cents. These larger packages will be sent pre- baid on receipt of price if your dealer cannot supply you. RICHMOND. Vinci. USA. Mien? Ginter warineve wuss a oscan PREFERRED BY GENTLEMEN NOW AS THEN P ae comicbooks.com