Life, 1920-06-17 · page 44 of 45
Life — June 17, 1920 — page 44: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not political satire. It's a Pall Mall Rounds advertisement from Life magazine (June 17, 1925). The ad features a military angle: "Captain X" supposedly brought back the idea for these round cigarettes from "over there"—a common WWI-era phrase referring to the European theater. The heraldic emblem at top (with crown, lions, and "Deo Protect" banner) suggests authenticity and prestige. The marketing strategy leverages post-WWI patriotism and soldier credibility to sell a new cigarette format—loosely rolled, round-shaped, with easy draw. The "Turkish Tobaccos" reference appeals to cosmopolitan sophistication. The tagline "They Are Good Taste" uses wordplay: "good taste" means both flavor quality and social refinement. This represents early 20th-century advertising that openly targeted consumers through military associations and lifestyle aspirations, before modern advertising regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
June 17, 19%) y) B 5 B FAMOUS CIGARETTES ounds POAT Capt. X's idea from “over there” —a cigarette Round in shape, loosely rolled, with a free and easy draught. Made from the famous PALL MALL blend of 42 kinds of Turkish Tobaccos. Read the story of Captain X 20 Sith tnthenew talvese, SO" “THEY ARE GOOD TASTE” PALL MALL (REGULAR), PLAIN OR CORK, IN BOXES OF 10,50, 100 AS USUAL KASSON NEY YRS MAUPLLUALS TAP ALN ONO CG CA CNT ATCO OD EDI DID IO NON SDIONTONEDIAON IIS comicbooks.com