In a typical ad, a glamorous flapper is puckering up, blowing smoke perhaps, with her eyes shut tight; the copy reads, “To keep a slender figure, no one can deny…Reach for a Lucky instead of a sweet.” A number of others invoke “The Shadow which pursues us all”; in these, a matronly silhouette ominously frames the profile of a lithe young woman. For good measure, Lasker added Hopkins’s coda to nearly all these ads: “It’s toasted.”

Tim Wu, The Attention Merchants, loc. 242