Life, 1920-11-18 · page 44 of 44
Life — November 18, 1920 — page 44: what you’re looking at
What you’re looking at
This is a **cigarette advertisement** using a humorous fable to make a quality argument. A fox brags about quantity of cubs; a lioness replies she has only one cub—"but it's a LION," implying superior quality over numbers. The ad applies this logic to Murad Turkish cigarettes: they cost 20 cents per box of 10, but maintain premium pricing because they use "100% Turkish tobaccos of the purest and best varieties." The implication is that cheaper competitors ("Foxes") cut corners by using inferior tobacco. The lion imagery emphasizes strength and superiority. This reflects early 20th-century cigarette marketing that stressed quality tobacco sourcing and competed partly on price point and claimed purity. The "Judge for Yourself" tagline invites consumer evaluation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Mrs. Fox was bragging one day about the large number of her cubs. “How many cubs do you bring into the world at one time?” she asked the Lioness. “Only ONE,” replied the Lioness—‘‘but it’s a LION.” MURADS COST 20 CENTS for a BOX of 10— BUT THEY’RE MURADS! MURADS would be lower priced if we left out all or part of the 100% Turkish tobaccos of the purest and best varieties grown—or if we substituted inferior grades of Turkish tobacco. But they wouldn’t be MURADS—they’d only be Foxes! “Judge for Yourself—!” Special attention is called Makers of the Highest Grade Torkit i to Murad 20s in Tin Boxes PAO YNOS oy Potion Ciysrotes inte Wal comicbooks.cdayg