Life, 1928-12-07 · page 41 of 64
Life — December 7, 1928 — page 41: what you’re looking at
What you’re looking at
This is **not satire**—it's a genuine 1928 cigarette advertisement, not from Life's editorial content. The page features George M. Cohan, a famous Broadway star of the era, endorsing Lucky Strike cigarettes. The ad makes extraordinary health claims by modern standards: that smoking replaces eating sweets and prevents weight gain, that 20,679 physicians confirmed Lucky Strikes are "less irritating," and that athletes smoke all day with "no harmful effects." It explicitly targets women, suggesting cigarettes offer "slenderizing" benefits alongside male companionship. This represents pre-regulation advertising (before tobacco health warnings were required). The "It's toasted" slogan claimed the toasting process removed impurities. The tagline "Reach for a Lucky instead of a sweet" directly marketed smoking as appetite suppression and weight control—claims now recognized as dangerous and false. The advertisement reveals how completely different early-20th-century attitudes toward tobacco were, and how celebrity endorsements were used without disclosure.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“Lucky is a marvelous pal- the toasted flavor overcomes a craving oh for foods which add weight.” lu. George M. Cohan, America’s Stage Favorite O longer need a trim, slender fig- ure be your envy. No longer need you face the rigid requirements of harsh dieting methods. Overweight is ban- ished when you banish fattening sweets and light a Lucky instead. “Reach for a Lucky instead of a sweet.” . 20,679 physicians have confirmed the fact that Lucky Strike is less irritating to the throat than other cigarettes. These professional men realize the value of toasting, the secret process that eliminates impurities and irritants. Lucky Strike is a delightful blend of the world’s finest tobaccos. And toasting brings out each exquisite aroma to make a delicious flavor, which is a charming alternative for fattening George M. Cohan, sweets. America’s Stage . Favorite Many prominent athletes smoke Luckies all day long with no harmful effects to wind or physical condition. Men have long known this and prac- ticed it successfully. These are the men who watch their health, who keep trim and fit, realizing the dangers of over- weight. And now, women may enjoya companionable smoke with their hus- bands and brothers—at the same time slenderizing in a sensible manner. And now, folks say: “It’s _good_to_smoke Luckies.” Why let fattening sweets tempt you? Why add weight that endangers health? Light a Lucky the next time you crave a sweet. Reach for a Lucky instead of a sweet. “It’s toasted” ©1928, The American Tobacco Co., Manufacturers comicbooks.com