Life, 1928-07-05 · page 50 of 50
Life — July 5, 1928 — page 50: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not satire. The page depicts two people in a gondola (likely Venice, suggesting leisure and sophistication) discussing cigarette choice. Their dialogue frames the pitch: selecting cigarettes is about "taste," and Chesterfield's popularity supposedly proves its superior taste. The ad emphasizes that Chesterfield cigarettes are "mild" yet "satisfy"—a marketing paradox claiming to offer both gentleness and satisfaction. The text stresses unique cross-blending that "can't be copied," positioning the product as distinctly superior. **For modern readers**: This represents mid-20th-century tobacco marketing before health warnings. The casual, conversational tone and romantic setting were standard advertising techniques. The claim that cigarettes could be objectively ranked by "taste" and "satisfaction" would be legally prohibited in contemporary advertising. This is purely commercial messaging, not political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Choosing a cigarette is all a matter of taste, don’t you think?” “Sure, it’s a matter of taste ...that's why Chesterfield is so popular!” LIQOETY & MYERS TORACED CO. Can any cigarette do more? Chesterfield cigarettes are mild ...not strong orharsh. _cross-blended in a different way from other cigarettes and Chesterfield cigarettes satisfy... that is, they appease the the blend can’t be copied! / smoke-taste. They are not insipid or tasteless. They are MILD... .and yet. . they SATISFY. Can you , The tobaccos in Chesterfield cigarettes are blended and —_ expect any cigarette to do more? comicbooks.com