Life — March 1, 1928 — page 6: what you’re looking at

What you’re looking at

# Analysis This is primarily a **cigarette advertisement**, not satire. The page features a caricatured figure (appearing to represent a theatrical character or jester) smoking a Marlboro cigarette. The ad employs a marketing strategy common in early-to-mid 20th century advertising: it **attributes credibility through false celebrity endorsement**. The quote attributed to Shakespeare—"We in the theatrical profession prefer Marlboros"—is fabricated. The copy then credits Philip Morris for developing Marlboro's blend, claiming it appeals to sophisticated smokers. The accompanying text presents this as fact rather than advertising, a deceptive practice standard for the era. The price listed ("20 for 20 cents") and slogan "Mild as May" were typical period marketing appeals. This reflects pre-regulation advertising standards, before tobacco health warnings became mandatory.