Pall Mall Cigarettes, 1953

This is one of my favorite ads I've collected so far...the giant hand, the fruity lace-up shirt, the bizarre notion that smoking mild cigarettes will some how protect against "throat-scratch." It's got it all!

What the hell are those illustrations supposed to be measuring? The fact that Pal Malls are longer than the usual cigarette, because it has a filter, or something?

I've never smoked and have never handled cigarettes (despite being around smokers - actually, I handled loose tobacco for a friend who rolled her own, but that's nowhere near the same), so almost everything I know about their construction comes from these kinds of old ads.
I used to smoke but I still have no idea what I'm supposed to be measuring in this ad, haha XD