Life, 1917-10-04 · page 5 of 44
Life — October 4, 1917 — page 5: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not satire or political commentary. The American Tobacco Company guarantees Lucky Strike cigarettes through an elaborate warranty: if the product isn't "perfect condition" or "entirely satisfactory," smokers can return unused cigarettes for a refund. The ad emphasizes consumer protection and "the squarest deal that plain English can define"—marketing language suggesting honesty and fair dealing. The phrase "It's Toasted" became Lucky Strike's signature slogan. By modern standards, this is notable mainly for advertising cigarettes in a major magazine without health warnings—a practice that would become illegal decades later. The formal guarantee structure is an early example of corporate marketing attempting to build consumer confidence through warranty promises.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
INCORPORATED OU must always think of our Guarantee on every package of Lucky Strike Cigarettes as a direct personal message from The Amer- ican Tobacco Company to you—not a mere business formality. Read it; this is what it says: GUARANTEE If these cigarettes are not in perfect condition, or if they are not entirely satisfactory in every way, retum the package and as many of the cigarettes as you have not smoked, to your dealer and he will refund your money. You couldn’t ask for anything more complete, sweeping or un- reserved, could you? You are protected, the dealer is protected: everyone who pays his money for Lucky Strike Cigarettes is given the squarest deal that plain English can define. Isn’t it a satisfaction to you to buy goods in which the manufacturer’s con- fidence is so completely expressed, and the dealer’s confidence so thoroughly backed up? It’s Toasted Copyright by The American Tobacco Company, Inc., 191% comicbooks.com