Life, 1919-11-13 · page 36 of 36
Life — November 13, 1919 — page 36: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not a political cartoon. It appears in *Life* magazine and promotes Fatima brand cigarettes by Liggett & Myers Tobacco Co. The ad features a portrait of a well-dressed man in formal attire, presented as a refined, discriminating smoker. The copy argues that fashionable cigarettes need not be expensive—Fatima offers quality at moderate cost, appealing to "exclusive clubs and smart hotels." The marketing angle emphasizes Fatima's "just-enough-Turkish" blend as superior to both expensive straight Turkish cigarettes (too heavy) and cheaper blends (poorly balanced). The tagline "A Sensible Cigarette" frames the product as the rational choice for sophisticated consumers. This reflects early 20th-century tobacco advertising before health warnings, when cigarettes were marketed as status symbols and lifestyle products to affluent audiences.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
To be fashionable a cigarette need not be expensive. In fact, at most exclusive clubs and smart hotels the preference is for a relatively inexpensive cigarette— Fatima, Of course, it is only logical that Fatima should appeal to the discriminating FAINTED POR LIGLETT & MYERS TOBACCO CO. smoker, for, not only does Fatima’s “just- enough-Turkish” blend lack the ‘vily heaviness of the nsive, straight Turkish cigarette, but it retains, at the same time, a smoothness and richne:s not to be found in blends less fortu- nately balanced. Kiggetenttyss Dabs IEA TET TNVLA A Sensible Cigarette comicbooks.coinyy