Life, 1927-11-24 · page 43 of 44
Life — November 24, 1927 — page 43: what you’re looking at
What you’re looking at
This is a **Lucky Strike cigarette advertisement** disguised as entertainment journalism, not political satire. The page features **George White**, a real Broadway producer known for the "Scandals" revue series, endorsing Lucky Strikes alongside actors **Flo Brooks** and **Lou Holtz** from the show "Manhattan Mary." The advertisement uses a common 1920s-30s marketing tactic: celebrity endorsement. White claims actors prefer Luckies because the "toasted" process protects voices—a health claim that would later be exposed as misleading. The stated benefit of "no throat irritation, no cough" directly contradicts modern knowledge about smoking. This represents **early celebrity-driven advertising** before regulations restricted such endorsements. The "Life" magazine context suggests this appeared alongside actual entertainment journalism, blurring advertisement and editorial content—a practice now heavily regulated.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“I agree with George White that Luckies are the best” Said Flo Brooks to Lou Holtz while waiting for their cue to appear in “Manhattan Mary.” You, too, will find that LUCKY STRIKES give the greatest pleasure—Mild and Mellow, the finest cigarettes you ever smoked. Made of the choicest tobaccos, properly aged and blended with great skill, and there is an extra process—“IT’S TOASTED”—no harshness, not a bit of bite. “It’s toasted” Photo by @. Mailtard Kenslere George White, Producer of George White's Scandals, writes: “In the theatre world, Luckies have become almost universal. Stage foll itic i must be kept in con handicap. In ‘George Whi actors and actresses whose smoke Luckies both for voice flavor. For these reason ns I pr comicbooks.com