Judge, 1919-11-22 · page 36 of 36
Judge — November 22, 1919 — page 36: what you’re looking at
What you’re looking at
This is a full-page advertisement, not political satire. It promotes Victor brand phonographs ("talking machines") and their famous trademark: a dog listening to a gramophone horn, captioned "His Master's Voice." The ad explains the trademark's meaning to consumers and the company—assuring quality while accepting responsibility. It claims Victor products represent the pinnacle of manufacturing, employing the "greatest array of musical talent" and embodying all major phonograph improvements. The famous dog mascot (Nipper) was already an established Victor brand symbol by this era. The advertisement positions Victor phonographs as luxury items ($12–$950), emphasizing their technological superiority and cultural significance as a "standard of comparison." This appears in *Judge* magazine, suggesting it was a paid advertisement rather than editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“HIS MASTERS VOICE” REG. U.S. PAT. OFF. ‘What this trademark means To you—an assurance of quality. To us—-an acceptance of responsibility. Ra} It identifies the products of the Victor Talking Machine Com- pany. Yes, but it goes further than that, for it is the symbol of achievement. Products bearing this mark have their origin and are manufactured complete in the greatest and most efficient plant of its kind in the world. They are created by the greatest array of musical talent ever drawn together by any one for any purpose. They represent the greatest investment of time, money and scien- tific research that has ever been made with absolute singleness of purpose in this: particular line of human endeavor. — In these pro- ducts are embodied practically all of the basic improvements which have given the talking machine its patent of nobility among musical isteuments and have established the Victor as a standard of com- n for all other such instruments. Victors and Victrolas $12 to $950. Victor dealers everywhere. Victor Talking Machine Co., Camden, N. J.