Life — March 20, 1919 — page 5: what you’re looking at

What you’re looking at

# Lucky Strike Cigarette Advertisement This is a **cigarette advertisement**, not political satire. The page promotes Lucky Strike cigarettes using the slogan "It's toasted" — emphasizing that the tobacco has been toasted to develop flavor. The image shows a man with a prominent mustache smoking a cigarette while holding playing cards. The advertisement claims Lucky Strike is "the real Burley cigarette" with superior taste due to its toasting process. The casual, jovial imagery (the card game, cigar smoking) was typical mid-20th century advertising that associated cigarettes with leisure and good times. The "American Tobacco" company guarantee appears at bottom. By modern standards, this advertisement is striking for openly promoting cigarettes without any health warnings—a common practice before tobacco's dangers were widely acknowledged.