Life — December 13, 1917 — page 40: what you’re looking at

What you’re looking at

This is a **commercial advertisement**, not political satire. The page promotes Pall Mall "Famous Cigarettes" through a festive holiday design featuring: - A black gift box with white ribbon, positioned as the focal point - Decorative evergreen garland and hanging mistletoe above - Text stating "You know he likes the best" and crediting "Pllan and Cott" (likely the ad creators) The advertisement suggests cigarettes as an upscale Christmas gift for men. The phrase "You know he likes the best" appeals to gift-givers seeking premium products. The elegant black-and-white design and holiday framing were typical luxury marketing strategies in early 20th-century magazines, when cigarette advertising was common and largely unregulated.