Life, 1928-03-01 · page 6 of 42
Life — March 1, 1928 — page 6: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Wuat FAMous PEOPLE WOULD HAVE || SAID ABOUT MARLBORO |; in the theatrical profession prefer ..MARLBOROS i of 1h hos eure) Shakespeare was right! Whether it's a comedy or a cigarette, it must be As You Like It. And Philip Morris, when he set out to put real mildness into a cigarette,and discovered Marlboro, scored a hit that all the critics like —a dash of Virginia—a sprinkling of Turkish—artfully blended—as charming as a Midsummer Night's Dream. To modern smokers, the distinctive crested packet, stamped with Philip Morris’ own signature in flaming scarlet, is the assurance of good taste and a keener cigarette inane Buy a aiid today. (Ail as May) 20 for 20 cents MARLBORO C IGA RE TT €E S§ ALWAYS FRESH - WRAPPED IN HEAVY FOIL Marlboro Bridge Score sent free upon request + Philip Morris & Co. Ltd., Inc. 44 West 18th Street, Dept. M, New York comicbooks.com