Judge, 1919-10-25 · page 36 of 36
Judge — October 25, 1919 — page 36: what you’re looking at
What you’re looking at
This is a **Victrola phonograph advertisement**, not political satire. The page promotes the Victor Talking Machine Company's gramophone to affluent consumers. The ad uses **celebrity endorsement** as its primary sales tactic, name-dropping famous opera singers and performers of the era (Caruso, Farrar, John McCormack, Galli-Curci, Alma Gluck) who allegedly chose Victrolas as their preferred playback device. The tagline "His Master's Voice" appears in the logo—the famous image of a dog listening to a gramophone. The strategy targets **wealthy, cultured audiences** by arguing that refined musical taste "inevitably" leads to owning a Victrola. The price range ($12–$950) reflects luxury positioning for the 1920s era. The photograph shows what appears to be a **social gathering** where the Victrola serves as entertainment, reinforcing the product as a status symbol for homes of "good music" enthusiasts.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
heir inevitable choice -theN\CT In those homes where good music has its most devoted hearers, you will invariably find the Victrola. Why? Because the highly developed taste in art is satisfied with noth- ing less than the best which the wide world has to offer. Logically and inevitably such a taste demands the instrument which Caruso has selected as his mouthpiece; which Farrar has selected; which John McCormack and Galli-Curci and Alma Gluck—and a host of other leaders—have selected to be their “other self,” to represent them, to carry their golden message throughout the world. ; That instrument is the Victrola—the inevitable choice for your home. Pe There are Victors and Victrolas in great variety from $12 to $950. / ctor 9) Any Victor dealer will gladly demonstrate the Victrola and play ff Vi fA. * A oie ) any music for you. Victor Talking Machine Co., Camden, N. J. HIS MASTERS VOIch