Life, 1927-11-10 · page 44 of 44
Life — November 10, 1927 — page 44: what you’re looking at
What you’re looking at
This is a **cigarette advertisement disguised as celebrity endorsement**, not satire. Mary Garden was a famous opera singer known for her distinctive voice and throat care. The ad quotes her endorsing Lucky Strike cigarettes, claiming they "protect the throat" while providing "relaxation"—a medically false claim typical of 1920s-30s tobacco marketing. The page includes a photo of Garden, a tennis scene (suggesting active, healthy lifestyle), and the product. The tagline "It's toasted—No Throat Irritation—No Cough" promises health benefits. **For modern readers:** This represents the pre-regulation era when cigarette companies made unsubstantiated health claims and used celebrity testimonials without disclosure. Such advertising would be illegal today under FDA regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life See seeere ee __ of Mary Garden” Said Margery Bailey to Ed Wagner, between tennis matches at Forest Hills. Marvelous Mary Garden writes: “My teachers, Trabello and Richard Bartelemey, all impressed upon me the solemn warning that I must al- ways treat my throat as a delicate instrument. Yet every artist is under constant strain. Sometimes we get real relaxation in smoking a cigarette. I prefer Lucky Strikes —which both protects the throat and gives real enjoy- ment.” WN Cynder