Life — August 23, 1923 — page 36: what you’re looking at

What you’re looking at

This is a vintage cigarette advertisement from *Life* magazine featuring a man in a cowboy hat holding a Chesterfield cigarette package. The ad includes a testimonial quote: "That's no fish story! It's the best cigarette I ever tasted." Below is a text block titled "Taste is a matter of tobacco quality," claiming Chesterfield uses superior tobacco than competitors at comparable prices. The advertiser is Liggett & Myers Tobacco Co. This represents early 20th-century advertising before tobacco health warnings were required. The folksy, testimonial-style marketing and association with masculine imagery (the cowboy) were typical sales tactics of the era.