Life — December 29, 1921 — page 34: what you’re looking at

What you’re looking at

This is a cigarette advertisement for Fatima brand cigarettes. The image shows two men playing chess in dim lighting, with the accompanying text "Let Fatima smokers tell you." The advertisement's message suggests that Fatima cigarettes are favored by intelligent, sophisticated men—chess being portrayed as a game of intellect and refinement. This was a common advertising strategy of the early 20th century, associating a consumer product with status, intelligence, and masculinity. The visual darkness and serious demeanor of the players reinforce an image of contemplative sophistication. The ad appears designed to appeal to readers' aspirations toward cultured, intellectual leisure.