Life, 1914-04-02 · page 43 of 68
Life — April 2, 1914 — page 43: what you’re looking at
What you’re looking at
This page is **not a cartoon or satire** but rather a **full-page advertisement** for Chickering Pianos, masquerading as editorial content. The portrait labeled "BUSONI" appears to be **Ferruccio Busoni**, a renowned pianist and composer of the early 20th century. His purported endorsement—a lengthy letter praising Chickering pianos—serves as the advertisement's centerpiece. The ad employs a common marketing tactic of the era: using celebrity testimonials to legitimize a product. The flowery language about "beautiful music on a beautiful instrument" and positioning Chickering as "Artists in piano making" rather than mere manufacturers appeals to aspirational music lovers. The phrase "Literature Mailed Gladly" at bottom indicates readers could request promotional materials. This blurs advertising and journalism—typical of early *Life* magazine, which mixed satirical content with sponsored material presented as legitimate endorsements.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
A message to other lovers of music “Not because it would bea compre- hensible impulse of politeness—nor even because we are associated in one common artistic interest—but merely through sin- cere sympathy and pure conviction, I feel bound to express to you my high appre- ciation and my deep gratitude as far as are concerned your great achievements and your most kind services with the Chickering Pianos. To realize an en- joyable piano-playing, these are the con- ditions—to perform beautifully beautiful music on a beautiful instrument. The first I try to obtain, the second is provided by great masters, charming masters, respect- ful masters, the third undoubtedly you have produced into my hands. There are piano makers’ art studios, and there are piano makers’ manufactories. Remain as you are, the Artists in piano making. It is the way to add your own chapter to the history of music. I am, Gentlemen, Yours most faithfully, The Chickering dealer will treat you with the same consideration you are in the habit of getting in the best shops everywhere Literature Mailed Gladly ger A Pe DN (Chickering y/a- Pianss OH Chickering & Sons, Boston Division of American Piano Company comicbooks.com