The book is a wonderful nostalgic reminder of the way manufacturers sold the same basic product in cardboard packets. They did their best, with limited size, to spell out the superior quality of the contents. Wills Capstan came in mild, medium strength and full strength, Xcirvis were aromatic, cool, sweet and lasting, brand after brand stressed Navy Cut as a strong selling point on the pack's front.
Two editorial ideas give the book a lift. Firstly, the author took all the delightful still-life photos that show a pack resting on some item connected to the cigarette's name, for example, a Player's Airman pack is tucked underneath a flyer's goggles and part of a printed item saying Bomber Command. Secondly, there are frequent quotes from writers that mention particular brands.
Peter Ashley has created a beautiful little book devoted to historic cigarette packs. The nostalgic feel is the same as his two previous titles, 'Unmitigated England' and 'More from unmitigated England'.
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