Life, 1919-02-13 · page 3 of 42
Life — February 13, 1919 — page 3: what you’re looking at
What you’re looking at
This is primarily a **Lucky Strike cigarette advertisement**, not satire or political commentary. The ad uses a health-related marketing strategy common in 1919. The image shows a man smoking a cigarette alongside a baked apple, drawing a parallel between the two. The advertisement's logic compares cigarette smoking to eating cooked food: just as baking makes an apple "taste better" than raw, the "toasting" process supposedly makes Lucky Strike cigarettes superior to "raw" tobacco. The phrase "It's toasted" became Lucky Strike's famous marketing slogan. This ad represents pre-regulation tobacco marketing that made dubious health and quality claims. The date indicates February 18, 1919—decades before cigarette health warnings became mandatory.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
It's toasted ~ FEBRUARY Patan On the way down town After a baked apple for breakfast! Wasn't it good? Tastes better than a raw apple—more flavor. Now —as you light it — notice the delicious “cooked” flavor of your LUCKY STRIKE e C ] a r et t e It's toasted. Like the apple, it tastes much better “cooked” than “raw” because — 18.1919 = Openyour <a> package thi a is way x z= BY comicbooks.com