Life, 1928-11-30 · page 2 of 52
Life — November 30, 1928 — page 2: what you’re looking at
What you’re looking at
This is a **cigarette advertisement, not satire**—a Lucky Strike endorsement featuring actress Gertrude Lawrence, a popular musical comedy star of the era. The ad claims Lucky Strike cigarettes are "toasted," which allegedly removes throat-irritating elements while maturing the tobacco. Lawrence endorses the product with a quote: "Lucky Strike quiets my nerves and does not affect my voice." The tagline promises "No Throat Irritation—No Cough." **Context for modern readers:** This represents early tobacco marketing before health dangers were widely acknowledged or regulated. Celebrities were routinely paid to endorse cigarettes with dubious health claims. Such advertisements would be illegal today under modern advertising standards and tobacco regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Lucky Strike quiets my nerves and does not affect my voice.” Gertrude Lawrence, Popular Star of Musical Comedy What no other cigarette can offer, you actually get in Lucky Strike. Toasting does it—remember that! Those elements which cause throat irritation are driven out by toasting. At the same time this extra process thoroughly matures the finest tobaceco—long even cut—no dust. “It’s toasted” No Throat Irritation-No Cough. comicbooks.com