Life, 1923-08-02 · page 3 of 40
Life — August 2, 1923 — page 3: what you’re looking at
What you’re looking at
This page is primarily a **Lucky Strike cigarette advertisement**, not political satire. The ad occupies the right two-thirds of the page with the headline "Overtime in Making Reduces Overtime in Selling." The advertisement argues that Lucky Strike's "Toasted Process"—a 45-minute production method—creates superior flavor that sells itself quickly, requiring less sales effort ("overtime"). The tagline reads "CHANGE TO THE BRAND THAT NEVER CHANGES." The left column contains unrelated editorial content: a confession by Arnold Bennett about writing, chapter headings from his book, and various cultural references ("A Kiss Defined"). **This is commercial advertising masquerading as magazine content**, typical of early 20th-century Life magazine, which blended editorial and advertising. There is no political cartoon or satire here.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A Confession of Indifference Arxotp BENNETT is continually in- , tomes about the things that rested him in the course of vant life, and his opinions are ed by readers, who share his isms merely because he hap- be Arnold Bennett. though I haven’t written any \Vives’ Tales myself; and have visited even one of the Five . I have been around a bit, and ist as eager to record my likes likes as is Mr. Bennett. Con- tly, I have in mind a volume, iblication rights of which are herewith on the open market, entitled “Things That Have nterested Me.” I feel that the m of the negative will save om possible infringement on ennett’s copyright. ng the chapter headings in us That Have Not Interested will be found the following sub- rviews with Prominent Cap- f Commerce. ‘cform Waves. Department of Justice of the d States of America. Moscow Art Theatre. Other Art Theatres. Frank Crane. e Younger Generation. ciency Charts. Veeks. Will H. Hays. cople Who Say, “Personally, I r Took a Drink Before Prohibi- hion Hints for the Well-Dressed Day Bicycle Races. t Experts. spondence Schools in Motion cting. c United States Senate. House of Representatives. he Educational Theories of Thom- Edison. Screen Beauty Contests. corge Harvey. could name, off-hand, several hundred more subjects—but I don't want to give away the whole plot of »ok. In the meantime, publishers are interested in a sure-selling position will know where to find RE. S. A Kiss Defined by: Fate. ¢ Lover: Life. fother: Pay. y Reformer: Crime. he Movie Star: Drudgery. rs: Memory. Popular Song Writers: Poetry. M. D.s: Risk. Overtime in Making Reduces Overtime in Selling UCCESS is another word for overtime. And the more overtime there is in the merchandise the less over- time it takes to find a market. The success of Lucky Strike was instantaneous because the produc- tion of Lucky Strike was delayed 45 minutes for the Toasted Process. And the sale of Lucky Strike con- tinues to grow by leaps and bounds because we have never departed from the basic principles of the original Toasted Formula. We still take 45 minutes Over- time to seal the flavor in. But it doesn’t take any Overtime at all to keep the flavor sold. Ke Nuaritar, Meee CHANGE TO THE BRAND THAT NEVER CHANGES LUCKY STRIKE ITS TOASTED comicbooks.com