Life, 1929-07-12 · page 35 of 48
Life — July 12, 1929 — page 35: what you’re looking at
What you’re looking at
This is a cigarette advertisement, not political satire. It features a woman (identified as "Jim" Bradshaw, a musical comedy star) promoting Lucky Strike cigarettes. The ad's central message—"Reach for a Lucky instead of a sweet"—targets weight-conscious consumers, particularly women, by suggesting cigarettes suppress appetite and maintain slenderness. This was a common marketing tactic in early 20th-century tobacco advertising. The text makes health claims typical of the era: Lucky Strikes use a special "toasting process" that removes impurities, makes cigarettes "less irritating," and reduces cough. It cites "20,679 physicians" as endorsement (a frequently used but unverified statistic in tobacco ads of this period). The accompanying product shot and endorsement by a celebrity performer were standard advertising techniques. By modern standards, the health claims are misleading, and marketing cigarettes as appetite suppressants to women—implying weight control benefits—would be considered predatory advertising.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
To maintain a slender figure, no one can deny the truth of the advice: “REACH FOR A LUCKY INSTEAD OFA SWEET.” Frantic Campaigns oT to substitute other cigarettes for Lucky Strike fail largely because Luckies’ superiority so quickly Temonstrates itself. Lucky Strike represents a milestone in the progress of ciga- rette manufacture. The toasting process makes Lucky Strike the brand of distinction, and, in the opinion of 20, physicians, is the reason Luckies are lessirritating. No other cigarette enjoys this secret treatment which removes im- purities and irritants, produces a flavor beyond comparison and assures the smoker the maximum of delightful smok- ing pleasure and comfort. He Teefignres rested bere been (SIGNED) ‘cheehed and certiGed to by LY- BRAND, ROSS BROS. AND MONT- COMERY, Accountants and ated ‘The American Tobaceo Company, Incorporated The Lucky Strike Dance Orchestra will continue every Saturday night in a coast to coast radio hook-up over the N. B. C, network. “REACH FOR A LUCKY INSTEAD OF A SWEET” comicbooks.com