Life, 1919-09-11 · page 3 of 48
Life — September 11, 1919 — page 3: what you’re looking at
What you’re looking at
This is a **product advertisement**, not satire or political commentary. It's a vintage Lucky Strike cigarette ad from Life magazine (page 433) promoting the brand's "toasted" tobacco process. The ad uses two visual metaphors: a hand holding a glowing cigarette and a piece of toast in a circle, equating the toasting process with making bread crispy and delicious. The copy claims toasting improves Burley tobacco flavor uniquely, offering consumers "real facts" for their money. A money-back guarantee appears at the bottom. The American Tobacco Company logo is included. This reflects early-20th-century advertising before tobacco health dangers were widely acknowledged or regulated. The "toasted" claim was Lucky Strike's actual marketing strategy from that era.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
TOASTING makes the L ucky Strike cigarette delicious. You like to spend your money in exchange for real facts. We give them toyouaboutLuckyStrike. Lucky Strike-it’s toast- ed. It’s toasted toimprove the flavor of the Burley tobacco. The result is per- fect. You cannot obtain this delicious toasted flavor in any other cigarette. Are you a pipe smoker? Try Lucky e Strike tobacco— its toasted. —which means that if you don’t like LUCKY STRIKE Cigarettes you can get your money back from the dealer. comicbooks.com