Life — November 13, 1919 — page 3: what you’re looking at

What you’re looking at

# Lucky Strike Cigarette Advertisement 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.