Life, 1923-06-28 · page 31 of 37
Life — June 28, 1923 — page 31: what you’re looking at
What you’re looking at
This page is primarily a **Lucky Strike cigarette advertisement**, not political satire. The left column lists donations to Life magazine's Fresh Air Fund (a charitable program sending poor city children to the country). The right side features a full-page ad using a **Napoleon quote** as a marketing hook. The ad claims that Napoleon said "the last quarter of an hour" wins battles, then cleverly pivots to argue that Lucky Strike's "Toasted Process"—taking 45 minutes—is similarly crucial because those final minutes seal in tobacco flavor and quality. The satire is **commercial, not political**: it's a witty rhetorical device comparing cigarette manufacturing to military strategy. The tagline "The Brand That Never Changes" emphasizes consistency and reliability. There are no political figures or social commentary visible—this is straightforward advertising copy from the 1920s-30s era using a historical reference to sell tobacco products.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Lire’s Fresh Air Fund Lire’s Fresn Aim Funp has been in peration for the past thirty-six years. In t time it has expended $221,827.60 and ven a fortnight in ‘the ‘country to 23° poor city children, contributions, which are acknowledged in Lire about three weeks after their receipt, made payable to Lire’s Fresi p, and, sent to 598 Madison Ave., York City. cviously acknowledged... $4,280.81 You know what McAnulty, Scranton, ‘Pa. 10.00 ner Bros. Co., Newark, 10.00 Sales Rieke ti, «| Napoleon said about the Uberlin, 10.00 SNE HS, Washington, Gees fi last quarter of an hour! a cide Caldwell. Titus- ile, Pa. . regular YS 20.00 H ESAID it is the last quarter of ibeth Barton, ‘Bilimore, ‘N.C. 10-00 an hour that wins battles. In H. L. Trafford, Fall River, 50:00 = ‘Guicknst,’Biaddjida 2. 1000 | some cases, of course, it takes three- Jane, Robert & John Jameson, Jr., . aoe cael Geopetsiown, | quarters of an hour. Napoleon was X.Y, 25.00 | . oi a 20.00 | speaking of the spirit that wins rath- 10.00 spars Pratl ¥ 0, ig, BR er than of the time it takes. y Ms Frances Cushman, Palmer, lass. 10.00 je Regi Bigleaod, NV 28.00 The Toasted Process, for ex- S.. Childs, Holyoke, Mass. 30.00 i ample, takes 45 minutes, but it’s on just that last 45 minutes that seals Ts Miocaeh Hack poe the flavor in and gives LUCKY 10.00 wee 3000 | STRIKE the true plantation tang C. Elaine Groves, Riverton, 10.00 of fine tobaccos. It costsa fortune, Yet, “Lawrence, 1? but it saves the flavor. And that’s worth three-quarters of an hour! : Je . Hill, Saranac’ Lake, N es B.’Barnes, Boston, Mass. Hhiladebia seeneets eee sd CHANGE TO THE BRAND Pillip Hustar No Gite ’ THAT NEVER CHANGES In memory of Brownie. De. Chas. W. Barber, “Ardmore, Pa. . Philadelphia : is E. C. Watkins, New Bediord, ‘ E, C. Warner, Bu LY. . s. Heebner, Philadelphi : : James, Doylestown, Pa : K H.C; Andrews, New Bethichem, ITS TOASTED “Anonymous,” Portville, A. Whelan, Weston, W. Va. Jay O. Ballard, Malone, N.Y. J. O. Ballard & Co., Malon N Landon Gurlitz, Brooklyn, } Ti ‘mothy M Ee 2 feet Anon: > fee Anonymous, alking Alfred E. Connell, Scranton, & Halford R. Clark,’ Rochester, N. NY Brackett H. Clark, Rochester, N.Y. (Continued on page 31) comicbooks.com