Life, 1917-10-04 · page 43 of 44
Life — October 4, 1917 — page 43: what you’re looking at
What you’re looking at
This is a **Velvet tobacco advertisement** disguised as folk humor, using the Uncle Remus tradition of anthropomorphic animal characters. The narrative contrasts two approaches: Br'er Fox takes a "slicker, quicker method" (implied shortcuts or inferior processing) while Br'er Rabbit follows Mother Nature's proper aging process, specifically choosing Velvet brand tobacco, which he allows to age "slow" in wood to achieve a "sweet, cool, mellow smoke." The satire targets competitors who rush production. By framing proper aging as virtuous and quicker methods as inferior, the ad suggests Velvet's competitors cut corners. The folk-tale setting lends authenticity and moral weight to what is essentially a claim about Velvet's superior manufacturing. The figures are stock characters from African American folklore, used here for commercial messaging—a common advertising practice of the era that would now be recognized as exploitative cultural appropriation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
—in the »—t0 be- Bertha, being a ill in be- cial war. n entire ity Fair, : Doar, pon. EsEe itt i ey 52 a i bed | H 2 i i o 8 $ 0 NG tae oN af , + Mother Nature was a hoein’ her tobacco patch one day, Br’er Fox an’ Brer Rabbit came a trippin’ by that way. Mother Nature says, ‘‘Here fellows is some Burley fo’ your pipe, but you’ll have to age it two years for to get it fully ripe.’’ Br’er Fox said, “‘I know better. That’s a long, expensive way, I’ve a slicker, quicker method that will beat yours any day.’”’ Br’er Rabbit said, ‘‘I’ll follow your advice just like I should and I’Ill make mine into Velvet by slow agein’ in the wood. ThenI’ll have a sweet, cool, mellow smoke that’s fr’enly as can be, it’ll help to smooth life’s rough spots an’ to cheer an’ comfort me.’’ So now Br’er Fox is smokin’ leaf that ain’t quite fully ripe. But Br’er Rabbit’s pattin’ juba with some Velvet in his pipe. ontoet J TOBACCO Jf (am comicbooks.com