Life, 1928-03-01 · page 31 of 42
Life — March 1, 1928 — page 31: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not political satire. The Axton-Fisher Tobacco Company is promoting Spud, a menthol-cooled cigarette, by offering $4,000 in cash prizes for consumer testimonials. The advertisement uses a quasi-journalistic tone to create the *impression* of objective reporting. It describes smokers' reactions (throat cooling, saliva stimulation, pleasant feelings) and acknowledges that Spuds are "controversial"—some smokers love them, others dislike them. This manufactured debate actually serves the marketing purpose: it makes the product seem novel and discussed. The contest itself is the hook: readers are incentivized to write letters praising (or critiquing) the cigarettes, with first prize at $1,000. The judges listed are advertising and journalism professionals, lending credibility. There is no cartoon or satire here—this is straight advertising disguised as consumer journalism, a common 1920s marketing technique.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Give us your opinion of this smoke that actually cools. Tell us your reaction to this cigarette that actually con- ditions the throat. Give us your reason for the phenomenal growth in sales of Spud Cigarettes. eee One year ago... just an idea: The finest, mildest blended tobaccos, cooled in the smoking, by menthol. Today...an outstanding success...in “many places the largest 20-cent seller ..a sensation everywhere. Perhaps you can explain Spud Cigar- ettes’ phenomenal rise. ee Smokers describe a Spud smoke as follows: With the first puff...a delightfully cool sensation, With succeeding puffs...a tapering- of of the coolness...throat doesn’t dry. At the end of one Spud... saliva ac- tually stimulated, After half-dozen Spuds... generally pleasant feeling all through throat, nose, head. And all the while, real tobacco en- joyment. eee But, Spud also has its critics... What ar- guments you hear! Some smokers posi- tively dislike Spuds. Others, with equal Life Say what you think of Spud Cigarettes { THE MENTHOL-COOLED SMOKE } $4,000 CASH PRIZES for the best letters on ‘What I think of Spud Cigarettes.” Ist Prize. . 2nd Prize . 3rd Prize. . 4th Prize. Next 5 Prizes $50 each Next 10 Prizes 20 each Next 40 Prizes 10 each Next 100 Prizes 5 each Next 400 Prizes 2 each 559 Prizes in all, totaling $4000 THE JUDGES: FREDERICK C. KENDALL, Editor of “Advertising & Selling”. JQHN LEE MAHIN, Vice-President, Street Railways Advertising Company. FLOYD W. PARSONS, Feature Writer, Editorial Director of several, laos papers and 5 ecial writer for The Satur. day Evening positiveness, say Spuds are 100%. Pipe and cigar smokers recommend ‘Spud as a “‘change-off”. Letters from‘ ‘smoked- out’? people speak of Spud as a joy. We hear of 3-pack-a-day smokers using Spud exclusively...again, of new smokers preferring Spud. No other cigarette has ever created AXTON-FISHER TOBACCO COMPANY, INC., LOUISVILLE, KY. - SPUD menthol -cooled such talk, such difference of opinion. It is all very flattering, very stimulating... but also very confusing. oe What do you think of Spud? What does it promise you in smoke enjoyment? How do you like the menthol-cooled idea? What new cigarette benefits does Spud bring? ‘se We want, not our own pleasant theories, but actual experiences and opinions... lots of them. That is why the $4,000 cash prizes. Won't you tell us what you think of Spuds? $1,000 first prize, $500 second prize, and 557 others. Justa letter of 300 words or less. Subject—“‘What I think of Spud Cigarettes,’’ Here are the Con- test Details: CONTEST DETAILS 1, Write a letter of 300 words or less, describe ing what you think of Spud Cigarettes. 2. Use one side of paper only. Put name and address on manuscript. 3. Address envelope to P. O. Box 2374, Louisville, Ky. 4. Envelope must be postmarked before midnight, June 30, 1928. 5. No communications acknowledged. No manuscripts returned, 6. In case of ties, each tying contestant will be awarded the full amount of the prize tied for. 7. Contestants agree to accept decision of judges as final. 8. Employees of Axton-Fisher Tobacco Com- pany are not eligible. ° (Prizes will be awarded and winners announced as early as possible) Largest Independent Cigarette Manufacturer You can obtain Spud Cigarettes at most club, hotel and other quality stands. If you do not now use Spuds, you have a sample (free) by addressing the manufacturer. ™ilspud Cigarettes are not obtainable near you, and you betel a supply for yourself or order for sing! he of 100 ($1.00); please give name of your dealer in coupon. FREE BOOKLET— “Welcome, little stranger’’ is its tide. It gives, entertain Inaty. the ory of Sed Clonecace, sad whet yoogle to- cotberwise, have said about them. Use coupon. eck or mon CIGARETTES 20 for 20¢ our friends, send stamps, ckage of 20 (20c) or tin Axton-Fisher Tobacco Co., Inc., Louisville, Ky. ‘Przasz send tree booklet, “Welcome, lietle stranger** iL If you wish SPUD CIGARETTES, check below: O Sample D Package of 20 (Enclose 200) D Tia of 100 (Enclose $1.00) Name of Dealer. comicbooks.com