Life, 1919-11-13 · page 3 of 36
Life — November 13, 1919 — page 3: what you’re looking at
What you’re looking at
This is a **commercial advertisement**, not political satire. Lucky Strike cigarettes uses the "It's Toasted" slogan to market their product by comparing the toasting process to fresh-baked bread—claiming superior flavor. The ad features a hand holding toasted bread over a flame and a Lucky Strike cigarette package. The copy emphasizes that toasting distinguishes their tobacco from competitors and appeals to pipe smokers. At the bottom, the American Tobacco Company's guarantee promises money-back satisfaction to consumers. This represents 1920s-era advertising before widespread health warnings about cigarettes. The "toasting" claim was the brand's primary marketing distinction during this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
*LCPRE* WIEN you see this famous trademark, think a minute! Think of the delic- ious taste of a slice of fresh toasted bread! That’s the real idea back of the success of Lucky Strike cigarettes. Toasting improves tobacco just as well as bread. And that’s a lot. The Burley tobacco used for the Lucky Strike cigarette is toasted to make it delicious in flavor. You can’t get the toasted flavor in other cigarettes. It’s your reason for buying Lucky Strike. It’s toasted. oasted ZR b d ts 1 Are you a pipe smoker? Then > try Lucky Strike tobacco—it’s toasted. Wcrieare Abeer which means that if you don’t like LUCKY STRIKE Cigarettes you can get your money back from the dealer. comicbooks.com