Life — October 22, 1925 — page 67: what you’re looking at

What you’re looking at

This is a cigarette advertisement masquerading as comic content. The cartoon depicts an embarrassing social scenario: a man caught breaking into his own house by police officers, apparently having left his key at home. The "joke" is that he should appear casual and nonchalant in this awkward situation by lighting a Deities cigarette—implying the cigarette provides composure and sophistication even in humiliating circumstances. The ad exemplifies 1925 marketing that conflated cigarette smoking with confidence and social grace. The cartoon style is signed "Waurgan" (the artist). The copyright indicates P. Lorillard Company, a major tobacco manufacturer. This represents a common advertising approach of the era, embedding product placement within editorial-style humor to make advertisements seem like magazine content rather than paid promotion.