Life, 1929-02-08 · page 5 of 44
Life — February 8, 1929 — page 5: what you’re looking at
What you’re looking at
This is a **cigarette advertisement, not satire or political commentary**. It features Elsie de Wolfe, a renowned interior decorator of the era, endorsing Lucky Strike cigarettes. The ad's appeal targets weight-conscious women by suggesting cigarettes as a substitute for sweets—a common marketing tactic in early 20th-century tobacco advertising. Key claims include: - Lucky Strike's "toasting" process allegedly removes harshness - A note boasts cigarette sales increased more than competitors in 1928 - The slogan "No Throat Irritation—No Cough" makes health assurances - The tagline urges readers to "reach for a Lucky instead of a sweet" This represents pre-regulation advertising that would later be banned, using celebrity endorsement and health claims now recognized as misleading.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
« [recommend a Lucky in place of asweet 7, ~when your figure must he considered” s eee Decorator “I recommend a Lucky in place of a sweet. Toasting taken out every bit of harshness in the Lucky Strike tobacco. All that remains is the splendid Lucky flavor—an ex- cellent substitute when your appe- tite craves a sweet but your figure must be considered.” ELsiE DE WOLFE | \ Authorities attribute the enor- tS: mous increase in Cigarette smoking to the improvement in the proc- ess of Cigarette manufacture by the ap- plication of heat. It is true that during 1928, Lucky Strike Cigarettes showed a greater increase than all other Cigarettes combined. This surely confirms the pub- lic’s confidence in the superiority of Lucky Led chased “Elsie de Wolfe Noted Interior Decorator “It’s toasted” No Throat Irritation-No Cough. Coast to coast radio hook-up every Saturday night through the National Broadcsssing 5 Company network, The Lucky Strike SEAR BERS RARS Pes Dance Orchestra in “ Tunes that made Broadway, Broadway.” comicbooks.com