Life, 1919-05-15 · page 3 of 50
Life — May 15, 1919 — page 3: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not political satire. It promotes Lucky Strike's "toasted" tobacco process as a selling point, claiming the toasting creates superior flavor for various smoking occasions—"between breakfast and tennis." The large circular image shows a man smoking a cigarette, presented as an aspirational figure enjoying leisure time. The advertisement emphasizes that "Burley tobacco has a delicious flavor when it's toasted" and repeats "It's toasted" as the key marketing message. The page includes product packaging imagery and mentions the cigarettes are "Guaranteed by The American Tobacco Co." **For modern readers**: This reflects an era when cigarette advertising was completely unrestricted and could make health/flavor claims freely in mainstream magazines. The "toasted" process was Lucky Strike's actual competitive advantage in that era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Open your package this way s toasted ETWEEN breakfast and tennis. It’s a good time to light a Lucky Strike—the real Burley cigarette. It’s toasted. Burley tobacco has a delicious flavor when it’s toasted. Bread is better toasted. So is Burley tobacco. Toast- ing has made the Lucky Strike cigarette famous. Pipe smoker? You'll find Lucky Strike tobacco delicious. The famous original formula; it’s toasted. It's toasted comicbooks.com