Life, 1917-06-21 · page 31 of 38
Life — June 21, 1917 — page 31: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a **tobacco advertisement** disguised as editorial content in *Life* magazine. The image shows real Illinois Army officers during World War I (identified by name and unit). The ad uses their photograph to market "Bull Durham" rolling tobacco by suggesting that soldiers in the field roll their own cigarettes for economy and quality. The pitch targets "tired business men" with appeals to masculinity, self-reliance ("make for yourself"), and outdoor living. The famous "bull" logo and muslin sack appear at bottom. By 1920s standards, this was normal advertising strategy—using soldiers and patriotic appeals. Modern readers should recognize this as **military-celebrity endorsement marketing** and note the complete absence of health warnings that would be mandatory today.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
n't that and of nd tear. cans to ism and enemies HESS $0, How she gar- er come Why is at when el quite uRS rs with preser- nakes a mple in uckram s copies rk City Major G. M. Blech, Captain J, J. McKinley, Lieutenants C. Schott, H. C. Ly R. D. Herrold, R. H. Davie of tt Pe ool jerrol davies, all of Illinois Fie! pi No, 2; Captain L, S, Marsh and Lieutenant D, D, Gailfell, of Company A, Illinois Easinoere. Photographed at Camp Wi San Antonio, Texas. Lock for the famous muslin sack. Illinois Officers In The Field“‘Roll Their Own” Here’s a fine example for you, Mr. Tired Business Man or Profes- sional Man. Get out in the bracing open ‘air, live the army life, and smoke the army smoke—‘‘Bull” Durham tobacco. You can make for yourself, with your own hands, the mildest, most fragrant, most enjoyable cigarette inthe world—and the most econom- ical. Machines can't imitate it. The only way to get that freshness, that flavor, that lasting satisfaction—is to “‘roll your own’’ with good old “Bull” Durham. GENUINE ‘BULL DURHAM TOBACCO A Sussestion to Pipe Smokers Fite’ gape ect your coffee Just trY' Fare ane fein favorite pie tobacco — It like comicbooks eli)