Life, 1914-01-01 · page 44 of 44
Life — January 1, 1914 — page 44: what you’re looking at
What you’re looking at
This is a **Victor Talking Machine advertisement**, not political satire. It features **Enrico Caruso**, the famous Italian tenor, dressed in operatic costume (likely from "Aida," referenced in the text). The advertisement's central claim—"Both are Caruso"—compares the living singer to his phonograph recordings, arguing that Victor Records preserve Caruso's voice with such fidelity that listening at home equals hearing him perform live at the Metropolitan Opera House. The page showcases early 20th-century consumer technology marketing: Victor Talking Machines (gramophones) ranged from $10-$500, with records costing 5-50 cents. The "His Master's Voice" logo appears at bottom left. The appeal is aspirational—owning Caruso records promises metropolitan cultural sophistication and authentic artistic experience. For 1914 readers, mechanical sound reproduction was still novel enough to warrant this emphatic claim about reproducing a performer's presence.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
January 1, 1914 1 & ' Si re 4 OLA “@* RECORD MOTI Victor Record of Celeste Aida” Both are Caruso The Victor Record of Caruso’s voice is just as truly Caruso as Caruso himself. It actually zs Caruso—his own magnificent voice, with all the wonderful power and beauty of tone that make him the greatest of all tenors. Every one of the hundred and six Caruso records brings you not only his art, but his personality. When you hear Caruso on the Victrola in your own home, you hear him just as truly as if you were listening to him in the Metropolitan Opera House. The proof is in the hearing. Any Victor dealer in any city in the world will gladly play for you Victor Records by Caruso or any other of the world’s greatest artists. There are Victors and Victrolas in great variety of styles from $10 to $500. Victor Talking Machine Co. Camden, N. J., U.S.A. mophone Co., Montreal, Canadian Distributors Photo Bert, no other way to get the unequaled Victor ton Paris Victor Steel Needles. 5 cents per too, Victor Fibre Needles, $0 cents per 100 (can be repointed and used eight times) IS MASTERS VOICE New Victor Records demonstrated at all dealers on the 28th of each month ST OO MN