The Smoking Gun

As the reality of 20th century warfare engulfed civilian life, advertisers had to decide how best to deal with it. Most bit the bullet weaving wartime reality into their advertisements, but some chose to sidestep it.

A E Horne’s illustration reflects the reality of war as three Tommies snatch a moment of peace in a shared smoke, cigarettes and warfare inextricably linked, while the copywriter no doubt relished the clever word play.

…to modern eyes the petticoated boy draped along the cigarette barrel of the cruiser while casually igniting it is incongruous to say the least and rather too active an involvement.

Cavander’s followed Ogden’s lead in employing the bayonet’s advertising thrust, albeit twenty-four years later – this time with accompanying rifle and a war well established.