Life, 1928-06-07 · page 43 of 54
Life — June 7, 1928 — page 43: what you’re looking at
What you’re looking at
This page is primarily a **cigarette advertisement** for Spud menthol cigarettes, disguised as editorial content. The "cartoon" element is minimal—mostly the page functions as a promotional contest. **The Setup:** Spud frames cigarette smoking as a consumer debate worthy of public judgment. The ad invites readers to submit 300-word letters describing their Spud experience, with cash prizes totaling $4,000 (substantial for 1928). **The Satire/Hook:** By calling readers "judges of cigarettes" and positioning smoking as a legitimate topic for serious commentary from "enthusiastic celebrities," "smoking beginners," and "veterans," the ad legitimizes what was becoming a controversial habit. The repeated questions about cooling effects and throat comfort attempt to make smoking sound like a rational sensory evaluation rather than an addictive vice. **Historical Context:** This reflects 1920s cigarette marketing at its peak, before health warnings. The menthol "cooling" angle was novel marketing. The contest exploited Americans' love of prizes and public participation. The page also includes unrelated hotel and literary content, typical of Life's mixed editorial/advertising format.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
duction that Western civilization has been hundred years building. —lJohn Dos Passos. City people are not so different from people on farms or in small towns. —Sherwood Anderson. There is a great deal more to marriage than the physical aspect. —Count Hermann Keyserling. Love is one of the greatest of all secrets. —George Matthew Adams. The Man That Writes French Composition Books Reviews a Novel (1.) Tue story which I have now read is not good. (2.) The writing which was on the cover was better than the writing which was in the book. (3.) Although the author is both rich and famous he is lazy also. (4-) The large, blond hero is very boring and the small, blonde heroine is still more boring. (5.) She is also virtuous. (6.) At the end of the book they are married. (7.) 1 do not like to read novels like this one. (8.) The book is large and expensive. (9.) If it should not sell I should not be sorry. (10.) Give me pens, ink and paper. (11.) I shall write a better novel which I shall sell. W. W. Scott. “Wnere are you stopping?” is the inevitable question asked the visitor in New York ...To sojourn at The ROOSEVELT is a mark of social distinction and bespeaks a preference for the finer things of life. BEN BERNIE and hie ORCHESTRA 1100 Rooms~Single or En Suite TRAVEL BUREAU with affiliations abroad Day NURSERY for children of guests HEALTH INSTITUTE with plunge and therapeutic bachs The ROOSEVELT NEW YORK Madison Avenue at 45th Street Underground passage to Grand tral and Subway Epwarp Cunton Foco Managing Director LIFE ARE YOU, TOO, a judge OF CIGARETTES [including this menthol-cooled smoke [an PS you, too, have been tempted to join this nationwide discussion of Spud... the cigarette that actually, notice- ably cools. There is still time! Spud has precipitated the great cigarette controversy of the age... never so many different comments. from so many different people... from enthusiastic celebrities...from smoking beginners and smoking veterans... from those who like Spud and those who don’t. You have until the stroke of mid- night, June 30th, to give us your Spud experience. So send it along. It may be she experience! Forexample, do you find Spud’s first puff a really delightful, cooling effect? Do you anticipate its fra- grant little chill? Does it taper off to lasting, moist- cool throat comfort throughout the whole first cigarette? And the next? And the next? Is it the start of as much tobacco enjoyment as you want...without that ‘‘smoked-out”’ feeling that pack-a-day smokers often get? Come on! Light a Spud for in- spiration and go to it! LAST MONTH $ of AOOO CASH PRIZES Ist Prize 2nd Prize 3rd Prize 4th Prize Next 5 Prizes $50 each Next 10 Prizes 20 cach Next 40 Prizes 10 each Next 100 Prizes 5 each . Next 400 Prizes 2each . « 559 Prizes in all, totaling $4000 THE JUDGES: FREDERICK C. KENDALL, Editor of “Advere 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 man- uscript. 3—Address envelope to P. O. Box 2374, Louisville, Kentucky. 4—Envelope must be post: marked 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 7—Contestants agree to accept decision of judges as final. 8—Employees of Axton-Fisher Tobacco Company are not eligible. AXTON-FISHER TOBACCO CO., Inc., Louisville, Ky., Largest Independent Cigarette Manufacturer SPUD menthol -cooled CIGARETTES 20 for 20¢ IF you do not now use Spud, you may have a sam- ple (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 (20¢) or tin of 100 ($1.00); please name dealer. FREE BOOKLET It gives entertainingly, the story of Spud Cigarettes and what people have said about them. Use coupon, Axton-Fisher Tobacco Co., Inc., Louisville, Ky. PLEASE send free booklet, “Welcome, little stranger”, Name+ rs fe} Packare of 20 (Eacose 204 Tin of 100 (Enclose $1.00, a ‘ove Name of Dealer. comicbooks.com