Fatima Cigarette 1920

This advertisement by J.C. Leyendecker, beckons with symbols of luxury and sophistication. The top hat and cane, historically emblems of the upper class, frame a man in the act of lighting a cigarette, signalling indulgence. Consider how the act of lighting transforms into a ritual. Fire, a primal force, appears across cultures as a symbol of transformation, purification, and enlightenment. Think of Prometheus gifting fire to humanity. The cigarette itself, a modern object, becomes a symbolic extension of these ancient ideas. We see echoes of ritualistic practices where smoke carries prayers or offerings. Here, the smoke suggests a fleeting moment of pleasure, a release from worldly concerns. The glow on the smoker's face invites viewers to partake in the pleasure, appealing to subconscious desires for social status and sensory gratification. Through this image, Leyendecker taps into a reservoir of collective memory, reminding us that even everyday actions can carry profound symbolic weight, constantly reshaped and reinterpreted through the ages.