Life, 1917-12-06 · page 69 of 92
Life — December 6, 1917 — page 69: what you’re looking at
What you’re looking at
This is a **tobacco advertisement** disguised as Christmas advice, not a political cartoon. The ad uses patronizing dialect ("yo' family," "fren'liness") to address American women, suggesting they should buy tobacco humidors for male relatives as gifts. The pitch relies on stereotypes: men need "cheer" and "sunshine" to their dispositions; tobacco will make them kinder, more relaxed, and better-natured. The illustration shows an older man with a prominent mustache holding a Velvet tobacco container, positioned as though he's a satisfied customer or gift recipient. **Modern context:** This reflects early 20th-century advertising that: - Marketed tobacco as a character-improvement product - Used condescending ethnic/folk dialect - Assumed women's primary role was improving men's moods - Made no health warnings (pre-1960s regulation) The "Good Cheer Christmas" slogan connects tobacco consumption to holiday happiness and family harmony—messaging now recognized as deceptive marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
__- CHRISTMAS LIFE. aes Oe SEN SNE A Christmas Hint to the Women of America ‘How many men folks in yo’ family could use a whole pound o’ good cheer—sixteen ounces o’ mellow fren’ liness this Christmas? “Would you like yo’ men folks to add a little mo’ sunshine to their dispositions? To find their, easy chairs even mo’ invitin’ nights? To have kindlier thoughts, an’ oftener? To add somethin’ to all their good qualities, and soften down any little kinks that hard- day’s-work curls into their natural goodness? ‘Then, whatever e/se you give them, give a Christmas Humidor Za) of VELVET—the tobacco made in Nature’s way. AKE this a Good Cheer Christ- mas. The VELVET One Pound Glass Humidors make ideal gifts.