Life — August 15, 1918 — page 3: what you’re looking at

What you’re looking at

# Lucky Strike Cigarette Advertisement This is a **cigarette advertisement**, not satire or political commentary. The page uses a patriotic appeal during what appears to be a wartime period (likely WWI or WWII, based on the reference to "the big job for all of us" and donation language mentioning the Red Cross). The ad cleverly combines two messages: promoting cornbread consumption as a wheat-saving measure (framed as civic duty) alongside selling Lucky Strike cigarettes. The absurd juxtaposition—linking tobacco consumption to patriotic food rationing—would seem ridiculous today, but reflects how advertisements once blended commercial products with wartime public-service messaging to appear socially responsible while actually promoting smoking. The tagline "It's toasted" was Lucky Strike's standard marketing claim.