There wasn’t a lot of room for color in magazines in 1918–often just the cover and a few pages of ads. The advertisers made the most of their limited opportunities. Here are a few ads that caught my eye.

These two make me want to spend my next vacation in 1918 magazine ad California.

Woman’s Home Companion, March 1918

Woman’s Home Companion, March 1918

This one almost makes me want to go scrub the kitchen.

Cosmopolitan, January 1918

And this one makes war seem like an absolute pleasure, as long as you have your Murads.

Scribner’s, March 1918