Life — May 15, 1919 — page 3: what you’re looking at

What you’re looking at

# Lucky Strike Cigarette Advertisement 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.