Life, 1928-09-06 · page 35 of 44
Life — September 6, 1928 — page 35: what you’re looking at
What you’re looking at
This page contains two distinct elements: **Top Left Cartoon**: Depicts men crowded outside a door marked "OUT OF ORDER" at what appears to be an athletic club. The caption references "Indignation Meeting at the Athletic Club on Finding the Elevator Not Running." The joke satirizes the petty grievances of wealthy club members—they're so indignant about a broken elevator that they've organized a formal meeting, treating a minor inconvenience as a major crisis. It mocks the self-importance of the affluent. **Advertisements**: The remainder is commercial content—Brooks Brothers clothing and Spud menthol cigarettes. The Spud ad features pseudo-scientific marketing, claiming a "tobaccometer" proves Spud is 16.3% cooler than competitors. This represents early 20th-century advertising's use of invented scientific-sounding claims to sell products, particularly tobacco. The juxtaposition is typical of *Life* magazine's blend of satirical commentary and commercial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
if he da it, king rt, InoicnaTion Meetinc at THE AtHLetic CLus ON FinviNG THE Exevator Nor RuNNING ‘Taament con. Certainty tobacco enjoyment is heightened by reason. Why, for example, are new thousands daily turning to Spud! The tobaccometer knows why. It says Spud is 16.3% (Cent.) cooler than other cigarettes! Modern little thingumajig, this to- baccometer...invention ofa scientist who first doubted. It has tested all cigarettedom ... high-brow and low-brow. Egyptian and Virginia, thirty-five and fifteen cent classes, It has given each an un- biased, scientific rating for coolness. Spud is always many degrees lowest The Tobaccometer at work... . Squeezes bulb. Draws smoke from lig! rough apparatus . . . past business end of sensitive Thermometer registers smoke’ cigarette thermometer, . : 's tem- ESTABLISHED 1818 Clothes for Boys at School Send for Illustrated Price List BOSTON PALM BEACH NEWPORT LITTLE BUILDING PLAZA BUILDING AUDRAIN BUILOING Bensten Country Roae 220 Beucwe Avenve in temperature... actually and notice ably... cooler smoke. So here you are, cigarettists, be you connoisseurs or novices, here's reason for you! Take it as reason for your first Spud. Take it as reason for your thousandth ... your ten thousandth, Spud's first puff prophesies it all... a refreshing little whiff of coolness... tapering off through the rest ofSpud's fragrant length to real fulfillmentin unhampered tobaccoenjoyment. The last Spud of the day tastes as good as the first. At better stands, 20 for 20c. $1.00 tin of 100. THE AXTON-FISHER TOBACCO CO., INC., Louisville, Ky. SPUD MENTHOL COOLED ci garettes..20 for 2o¢ comicbooks.com