Life, 1918-11-14 · page 3 of 34
Life — November 14, 1918 — page 3: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not satire or political commentary. It's a Lucky Strike ad from the American Tobacco Company that uses patriotic wartime messaging (referencing "Mr. Hoover," likely Herbert Hoover's WWI food conservation efforts). The ad's central message: eat more eggs to conserve meat for the war effort. Eggs and toast are presented as a patriotic, satisfying breakfast alternative. The copywriting then **pivots absurdly** to claim Lucky Strike cigarettes are similarly "toasted" and delicious—conflating wartime rationing advice with cigarette marketing. The final note requests tin-foil collection for the Red Cross, reinforcing the patriotic framing while promoting cigarettes—a now-shocking example of how corporations exploited wartime sacrifice for commercial gain.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
0 be- face wea with Imin- . Give Quick Relief pot ion from ck relief strain. ry packest : Use more save meat EGGS SE more eggs to save meat—that’s what Mr. Hoover asks you to do. . And you're glad to do it. You know there isn’t a better breakfast than two poached eggs on toast—seasoned exactly right. Of course, the cooking gives the flavor. There isn’t much interest in a raw egg. The “cooking” does it for Lucky Strike cigarette — gives a delicious flavor. It’s toasted.