Life, 1928-04-05 · page 43 of 59
Life — April 5, 1928 — page 43: what you’re looking at
What you’re looking at
This is primarily a **cigarette advertisement**, not satire or political commentary. Axton-Fisher Tobacco Company promotes their new "Spud" menthol-cooled cigarettes by asking readers to submit opinions about the product in exchange for cash prizes ($4,000 total). The ad employs a pseudo-scientific marketing approach, presenting anecdotal "reports" suggesting Spuds appeal to military officers, debutantes, and Ivy League students—claims designed to position the cigarette as prestigious and exclusive. The menthol "coolness" is emphasized as novel and desirable. The text frames reader responses as helping the company "discover why all America is taking up Spud," using consumer participation as both marketing strategy and data collection. By modern standards, this represents early **mass consumer advertising** before tobacco health warnings and advertising restrictions. The casual mention of nicotine effects and the targeting of social prestige over product substance reveals pre-regulation marketing practices.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
— en I more ture; ning from I am in of when id go when t the ring; "tins when ute of ngon t she Waite US your opinion of this menthol-cooled smoke [s it really cool? Does it actually soothe the throat? Does it banish that smoked-out feeling? Questions... .questions. . . questions. No cigarette ever before stirred up such questions. No cigarette ever before changed so many smokers’ ideas and prejudices. Spud seems to be the most dis- cussed, most condemned, most ac- daimed cigarette in the world... and thriving mightily on the com- motion, * * * Then there are reports: About the officers of Uncle Sam’s Navy... they’re taking up Spuds. About the débutantes of Chicago... Spud is a sign of belonging. About a D. S.C. Colonel... he tried a Spud... damned it...came down with acold and tried another Spud...is now its missionary among all his friends. And from Yale...that Spud was discovered within the Harkness Quadrangle. eee All this has happened in one brief year. We are pleased, but wonder- ing what it’s all about. Won’t you write us your opinion of Spud? Smoke one... reflectively. Post- pone judgment until you’re over the initial shock of surprise. The first puff will be decidedly cool. With succeeding puffs, the coolness will taper off. With succeeding cigarettes, your mouth will grow ac- customed to the lower temperature «..the fine tobacco flavor will pre- dominate. But, as you smoke, you will notice other and extraordinary sensations... an actual moistening of the mouth... a pleasant throat feeling...a clearness through nose and head. 8 @ ‘Then write what you think of Spuds. Tell what kind of a smoker you are... how Spud struck your fancy ...What effect it had on you. Help us to discover why all America is taking up Spud... how it is using Spud... why all the discus- sion? Just write a letter of 300 words or less. $4,000 cash prizes will be given for the best letters. $1,000 cash is the first prize. Other big cash prizes. 559 prizes in all. Write just as you would to a friend. Here are the contest details. AXTON-FISHER TOBACCO COMPANY, INC., LOUISVILLE, KY. - $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 cach 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 “Adver- tising & Selling”. JOHN LEE MAHIN, Vice-President, Street Railways Advertising Company. FLOYD W. PARSONS, Feature Writer, Editorial Director of several business papers and special writer for The Saturday Evening Post. CONTEST DETAILS 1, Write a letter of 300 words or less, describing 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, Kentucky. 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 Company are not eligible. Largest Independent Cigarette Manufacturer menthol -cooled CIGARETTES 20 for 20¢ you can obtain Spud Cigarettes at most club, hotel and other quality stands. If you do not now use Spuds, you may have a sample (free) by addressing the manufacturer. If Spud Cigarettes are not obtainable near you, and you wish a supply for yourself or your friends, send stamps, check or money order for single package of 20 (20c) or tin of 100 ($1.00); please give name of your dealer in coupon. FREE BOOKLET— Axton-Fisher Tobacco Co., Inc., Louisville, Ky. ‘Przase send free booklet," Welcome, little stranger"? Natt onene ave nnnneennneneenneee eennneneneneenneeeeee Hf you wish SPUD CIGARETTES, check below: O Sample O Package of 20 (Enclose 20c) 0 Tia of 100 (Enclose $1.00) Name of Dealer. comicbooks.com