Life, 1926-11-18 · page 5 of 44
Life — November 18, 1926 — page 5: what you’re looking at
What you’re looking at
This page is primarily **advertising for the Douglass Lighter**, a cigarette lighter designed for smokers. The ad uses humor and social commentary typical of early 20th-century marketing. The central joke mocks smokers who struggle with unreliable lighters—those who "smirk while one thumbed and perspired over some trick lighter that 'usually works.'" The cartoon depicts frustration with inferior lighters, positioning the Douglass as a solution: simple, reliable, and requiring only a trigger press. The accompanying illustration shows men gathered (suggesting social settings where lighters would be displayed), emphasizing the Douglass as both functional and a status symbol—"shiny bit of silver, gold or leather covered ingenuity." The ad frames the product as an ideal gift for "smoker friends," reflecting mid-century consumer culture and social smoking customs.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ar tast—en automatic lighten! In silver, gold or leathercovered, priced PRESS THE TRIGGER gecording to cass, Look for the name Douglass on boctom aA hghter - DS MF, —there’s your fight Startling in its simplicity, in its precision, is the Douglass Lighter. Dealers are just now showing it. See it today, r r , of In corners where smart smokers gather, raised eyebrows have lately been replaced by open mouthed admiration—over a new lighter. For certain enlightened ones display upon occasion a shiny bit of silver, gold or leather covered ingenuity. They lift no gadgets, thumb no sooty wheels but, naserely pressing a trigger, produce a fone which they offer with an aggravating air of superiority, Joy has gone from the lives of chronic jokesters who smirked while one thumbed and perspired over some trick lighter that “usually works”. Silent now are those who taunted, “Here's a match”—like earlier of their ilk who shouted, “Get a horse.” But they may be seen, one by one, inquir- ing at tobacconist’s or jeweler’s for the new Douglass Lighter. A fascinating device indeed, needing scant attention yet serving faithfully. Sized to fit vest pocket or vanity with equal grace. And worthy of the praise its cleverness brings. An ideal gift, withal, and being so new, there’s no better time than now to add it to some smoker friend's cherished possessions, Pardon us a moment while we talk to your dealer Unlike any other lighter ever offered, simple in its design, perfect in its workmanship, the Douglass Lighter will be in great demand by your customers. Write or wire to Hargraft & Sons, Wrigley Building, Chicago, for an assortment. There's no time to waste for Christmas is almost upon us, you know. The Douglass Company. The Douglass Lighter Sponsored by HARGRAFT comicbooks.com