Life, 1917-10-11 · page 39 of 40
Life — October 11, 1917 — page 39: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not satire or political commentary. It features a well-dressed man in formal attire holding two cigarettes, presented as an aspirational figure to appeal to consumers. The ad promotes Chesterfield cigarettes as a "mild" blend combining imported and domestic tobaccos. The key selling points emphasized are that they "satisfy" while remaining mild—a claim addressing smokers' desire for flavor without harshness. The price ("20 for 10¢") indicates this is from the early 20th century when cigarettes were very affordable. **For modern readers**: This represents pre-regulation tobacco advertising that made health and satisfaction claims now prohibited. The sophisticated male imagery reflects common mid-century marketing targeting adult consumers. There's no satire here—*Life* magazine carried straightforward commercial advertisements alongside its editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Chesterfield CIGARETTES of IMPORTED and DOMESTIC tobaccos — Blended Here’s a Mild Cigarette that “Satisfies” This Chesterfield Cigarette does more than please the taste. It gives smokers a new kind of cigarette- enjoyment, the one thing they’ve always wished for in a cigarette — Chesterfields /et you know you are smoking —they ‘‘Satisfy’’! Yet they're Mild. The new blend of Imported and Domestic tobaccos does it. Just try Chesterfields today. Losatt Myer Tione Oe 20 &r10¢ comicbooks.com