Life, 1919-05-29 · page 2 of 42
Life — May 29, 1919 — page 2: what you’re looking at
What you’re looking at
This page is primarily **advertising, not satire or editorial content**. It features a Fatima cigarette advertisement targeting military personnel. The image shows a **U.S. Marine officer in dress uniform**—his identity is not specified in the text. The advertisement claims that Fatima cigarettes are preferred by over 80% of cigarettes sold at Officers' Messes across the Navy and Marines. The marketing pitch emphasizes that Fatimas are "sensible" because they don't leave smokers feeling overstimulated—"even if a man occasionally smokes more often than usual, Fatimas leave him feeling as he should feel." This appeals to military discipline and restraint. The ad leverages military authority and institutional preference to promote the brand as the choice of naval officers, using uniformed credibility as a sales tool.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published Week ati? N° only with the Marines, but with the entire Navy, among officers and men alike, Fatimas seem to have a de- cided preference. Reports from our salesmen, for example, show that aboard our various naval vessels, PAINTED Pom Lian TY WYESS FORA OD over 80% of the cigarettes sold at the Officers’ Mess are Fatimas. This preference is due not alone to Fatimas’ pleasing taste, but also we believe, to the fact that even if a man occasionally smokes more often than usual, Fatimas leave him feeling as he should feel. ‘ATI MA A AA A A Sensible Cigarelle