Life, 1923-08-30 · page 31 of 36
Life — August 30, 1923 — page 31: what you’re looking at
What you’re looking at
This page is primarily a **cigarette advertisement** for Lucky Strike, disguised as editorial content in *Life* magazine. The ad uses humor and lifestyle appeal rather than direct sales pitch. The central claim—that Lucky Strike smokers never feel they've smoked "too much" because the "Toasted Process" produces a mild, continuously enjoyable flavor—is classic early 20th-century tobacco marketing. It addresses a genuine consumer concern (overindulgence guilt) by reframing the product as uniquely satisfying yet never excessive. The phrase "Change to the brand that never changes" emphasizes consistency and reliability as selling points. The surrounding editorial content (book recommendations, anecdotes about New York life, a sentimental poem about a dog) provides *Life*'s characteristic mix of satire and light humor, but serves mainly to contextualize the ad within the magazine's format. This represents pre-regulation tobacco advertising, when health concerns were minimal and emotional/lifestyle appeals dominated marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Broadcastings (Continued from page 20) IV.” Second Part, but people who in- clude Shakespeare in their ten favor- ite books don’t know anything about these scenes. All they know is that it looks good in print to claim Shake- speare as included in one’s ten favorite authors and they let it go at that. My ten favorite books, at present, are Somerville & Ross’ “Experiences of an Irish R. M.,” “Further Experi- ences of an Irish R. M.”; A. Neil *Arthur’s,” “Clara,” “ “Moby Lane,” Luigi Lucatelli’s “Teodoro ; Canon Hannay’s “Spanish Gold,” “The Search Par! This choice is made while the tem- perature stands at 94 degrees Fahren- heit. If we have rain and cooler weather to-morrow, my list is subject to change without notice. And, any- way, people who have only ten favor- ite books are practically illiterate. Everybody ought to have two hun- dred favorite books and buy them in copyrighted editions. If people had only ten favorite groceries, the grocery business would be just as bad as the book business. ee * A stkANGER in New York is a man who sticks his head out of a hotel window every time a Fifth Avenue bus hack-fires. He thinks it’s a mur- der, but it's only an outrage, and it happens every ten minutes. Laddie Boy’s Lament He went away and left me, but at parting He laid a gentle hand upon my head. Who knows the aching heart, the stinging, smarting, Bitter tears of sorrow, all unshed! Oh, how I loved him! Ev'ry pulse beat faster, Whene’er I heard his step—for well 1 knew It was my Master! They brought him home again—I saw them marching Up the broad steps into the House of Death. I could not bark nor whine, my throat was parching; The agony of grief in every breath. Oh, how I loved him! And there, there, lay the end! Perhaps, some day, I'll be allowed to tollow— ‘ He was my Friend! B.M. “Wuy do you object to playing on the public golf course?” I shrink from buying balls for people I do not know.” One Lucky Strike Leads to Another O man who smokes LUCKY STRIKES ever feels that he has smoked too much. He is satis- fied but never sated. He finds that the Toasted Process produces a flavor mild enough to be continuously enjoyed. He doesn’t have to debate whether or not he ought to have another one, because he knows from experience that even if, in his private opinion, he sometimes smokes too many, he never has the sense of having smoked too much. Ke Naren. Bbee CHANGE TO THE BRAND THAT NEVER CHANGES LUCKY STRIKE ITS TOASTED comicbooks.com