Life — July 4, 1918 — page 36: what you’re looking at

What you’re looking at

This page from *Life* magazine (July 4, 1918) is primarily an **advertisement for Pall Mall cigarettes**. The visual shows an elderly bearded man (appearing to represent "Auld Lang Syne"—Scottish tradition and nostalgia) gazing out a leaded-glass window at a clock showing the time. The tagline **"—for Auld Lang Syne"** connects the product to sentimental, traditional values. The phrase references the famous Scottish song about remembering old friendships and times past. This is commercial messaging rather than political satire—using nostalgic imagery and cultural associations to market cigarettes to American consumers during World War I. The reference to "Auld Lang Syne" suggests Pall Mall represents timeless quality and tradition worth remembering.