Life — March 7, 1918 — page 2: what you’re looking at

What you’re looking at

# Analysis This page is primarily a **cigarette advertisement**, not political satire. It features a Fatima cigarettes ad targeting military officers, showing a man in what appears to be a naval or military uniform seated in a ship's cabin (indicated by the porthole window behind him). The advertisement's appeal is straightforward: it claims Fatimas offer "true smoking comfort" and notes their "noticeable preference...in the Army and Navy among officers and men alike." The ad emphasizes "common sense in cigarettes" as the reason Fatimas are called "a sensible cigarette." This is a period advertisement exploiting military prestige to market cigarettes, with no apparent satirical commentary—just commercial messaging typical of early 20th-century magazine advertising.