Life, 1920-10-07 · page 56 of 56
Life — October 7, 1920 — page 56: what you’re looking at
What you’re looking at
This is a **tobacco advertisement**, not political satire. It promotes Velvet pipe tobacco by explaining their manufacturing process. The ad uses a hands-over-pocket visual metaphor—showing someone holding a Velvet tobacco canister—to emphasize the product's quality and appeal. The text describes how Velvet achieves "smoothness" through two years of aging Kentucky Burley tobacco in wooden hogsheads, claiming this natural process (rather than artificial additives) produces superior flavor. The closing references "Velvet Joe," apparently a character endorser, who can testify to the product's smoothness. This reflects early 20th-century advertising conventions using personified brand mascots. The ad's central claim—that true quality comes from natural aging rather than artificial manipulation—was a common marketing strategy during this era, positioning premium products as superior through patient craftsmanship.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
is just this —— HEN we started out to make a “smooth” tobacco, all-round plumb good and satisfying that everybody up we experimented with a lot of different tobaccos. and called it “the smoothest eve: Some of them burned a bit harshly and unkindly— Of course, smoothness can’t be seen. But it's there with plenty of backbiting. Others were mild as a milk- in this rich, time-mellowed tobacco called Velvet. shake but had no “ body "’—no smoke-fragrance. You can’t see electricity, can you? But you know when We found that the best tobacco for the pipe was the lights are burning Burley—the “heart” leaf from old Kentucky Burley. So, when you puff away at a pipeful of Velvet, you Then we found that two full years of ageing in wooden know that “smoothness” is there—that it’s giving you hogsheads would make these “hearts” as mild and fra- the coolest, calmest, most soothing smoke you ever grantasa May morning—and sweet asa nut, in the pipe. tasted. Where did ‘this quality come from? Artificial ways But, as Velvet Joe says: “There’s only one talker would not produce it—" putting things in” or “taking who's really smooth enough to tell you all about Velvet things out” wouldn't do it—we discovered that Nalure — America’ 's smoothest. smoke—and he’s yo’ old friend only could deliver this “something.” And it was so Pipe.” Ask him now. The Velcet canister defies all weather. Foil-wrapped and sealed. Keeps your farorite tobacco just as il should be, Pound and half-pound sizes. comicbooks.