Life, 1919-09-11 · page 2 of 48
Life — September 11, 1919 — page 2: what you’re looking at
What you’re looking at
This is primarily **a cigarette advertisement**, not satire or political commentary. The page features a formal portrait of an unidentified man in a light-colored suit, accompanied by advertising copy for Fatima brand cigarettes. The ad's argument is straightforward: many soldiers returning from overseas (likely post-WWI, given the magazine's 1919 date) discovered Fatima cigarettes abroad and now prefer them to expensive Turkish cigarettes previously available at home clubs. The ad claims Fatima's "delicately balanced Turkish blend" makes smokers feel "fit," even if smoked frequently. The "point" is purely commercial—marketing a cigarette brand by suggesting it's the sophisticated choice of returning servicemen. There is no discernible political satire here.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Published Weekly by Lile Publishing Company at 17 West 3ist Street, New York, N.Y. Annual Subscription, Five Dollars. Vol. 74, No. 1924. "Sept. 11, 1919. It is significant that so many men who once smoked expensive Turkish cigarettes return from overseas to their clubs in the land of plenty —and buy Fatimas. Doubtless some of them first became ac- quainted with Fatima by chance or of ne- PANETED Fon LIGGETT & wrens Fomacco CO, cessity, incamp or afield. But neither chance nor necessity now dictates their choice. They have merely “discovered” ‘that Fatima’s delicately balanced Turkish blend leaves them feeling “fit,” even if they happen to smoke more often than usual. Kipertntgers nan EFATIM A Sensible Cigarette comicbooks.conmg