Life, 1919-05-22 · page 31 of 42
Life — May 22, 1919 — page 31: what you’re looking at
What you’re looking at
This is **not satire but straightforward advertising** — a Girard cigar company promotion disguised as health messaging. The page exploits early 20th-century medical uncertainty by claiming cigars don't harm "nerves, heart or digestion." The image shows well-dressed men in hats outside a Girard cigar shop, establishing aspirational masculinity. The advertisement challenges smokers to a two-week test: smoke *only* Girards at normal frequency to "prove" they're safe. **The deception:** By framing tobacco as a health product during "Girard Week" (May 19-26), the manufacturer attempts to legitimize smoking when medical concerns about tobacco were emerging. The "health hint" header mockingly positions harmful consumption as beneficial. Modern readers would recognize this as predatory marketing that exploits scientific uncertainty — tactics later banned by cigarette regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
15, & witness, t the char. red in the i e. be. re in al care how im, would to speak for LIFE AD ‘A HEALTH HINT FOR SMOKERS” BELO’ Girard Week May 19th to 26th opportunity rand fiducenent | ‘to prove takes the danger out of smoking, we, the manufacturers of th together with our dealers throughout the country, have set aside the w of May roth to 26th as Girard Heck. During this period we offer not affect the nerves, the heart or the digestion—and wi Special Box Prices any way the health or efficiency of the smoker. This Week . . Here is the test Smoke Girards exclusively for two weeks. ick to your usual number ‘s—smoke neither more nor less. At the outset of the test, get a box of Girards so that you can be certain of always having a Girard at hand during the two weeks. Special Box Prices For. the purpose of this test, Girard deaters from coast to coast are co-operating g special box prices on Girards for Gi Week only rd Test. It will strate to you that the Girard Cigar is the right ell’ as pleasu Tirard Week sign in cigar store wi GIRARD Never gets on your nerves ANTONIO ROIG & gets : Estartisnen 48 Years : PHILADELPHIA READ “A HEALTH HINT FOR SMOKERS’ ABOVE comicbooks.com