Life — May 29, 1919 — page 2: what you’re looking at

What you’re looking at

# Analysis 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.