Life, 1929-02-22 · page 3 of 36
Life — February 22, 1929 — page 3: what you’re looking at
What you’re looking at
This is a **cigarette advertisement**, not satire or political commentary. It features actress Billie Burke endorsing Lucky Strike cigarettes (1928). The ad uses Burke's celebrity status to promote the product's "toasted" process, claiming it satisfies sweet cravings while maintaining a slim figure—a sales pitch combining vanity and appetite suppression. Burke testifies that Lucky Strikes help her "stay slender" instead of eating sweets. The accompanying note boasts that Lucky Strike showed greater sales increases than competing cigarettes in 1928, attributed to manufacturing improvements. The slogan "It's toasted—No Throat Irritation—No Cough" was a major marketing claim of the era. By modern standards, this advertisement is striking for openly promoting cigarettes for weight management and featuring celebrity health endorsements now recognized as deeply problematic.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“ Miss Billie Burke, Popular American Actress and Star of the Stage reach fora a most effective way retaining a trim figure” “To stay slender reach for a Lucky Strike instead of a sweet when your sweet-tooth tempts you. Ihave practised this for years and find it a most effective way of retaining a trim figure. There is something to the toasting process which develops a flavor in Luckies that completely satisfies the de- sire for sweets. At the same time, toasting takes out the irritants and Luckies never affect the voice.” BILuie BURKE ote . Authorities attribute the enormous increase in ¢ Cigarette smoking to the improvement in the process of Cigarette manufacture by the application of heat. It is true that during 1928, Lucky Strike Cigarettes showed a greater increase than all other Cigarettes combined. This surely confirms the public’s confidence in the superiority of “It’s toasted” Coast to coast radio hook-up Saturday night through the National Broadcasting Com y’s The Lucky Strike Dance Orchestra 1929. The American Tobacco Co. Manufacturers in “The Tunes that made Broadway, Broadway.”” $08 Madison Ave, New York, N.Y, Subscription, $5.00, Vol. 03, No. 0 . in'Us As Bat ba Sol Cham Natur at he Pot Ot Depke Coons Gris Pomessions. comicbooks.com