Life, 1916-05-18 · page 10 of 48
Life — May 18, 1916 — page 10: what you’re looking at
What you’re looking at
This is a **Victrola phonograph advertisement**, not a satirical cartoon. The page shows portraits of famous early 20th-century opera singers and entertainers—labeled Caruso, Hempel, Bori, and Destinn—endorsing the Victor Talking Machine Company's Victrola record player. The advertisement's pitch is straightforward: these world-class artists have chosen the Victrola to reproduce their performances at home, implying the device's superior sound quality. The ornate cabinet illustration emphasizes the Victrola as a luxury furniture piece. An "Important warning" at bottom cautions that Victor records require specific Victor needles to avoid damaging the equipment—essentially protecting the company's proprietary system from cheaper competitors. This reflects early mass-marketing strategy: celebrity endorsements lending prestige to consumer technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The instrument of the worlds greatest artists It is natural that in the musical world there snould be singers and instrumentalists whose transcendent art places them :n the fore- front of their profession. These artists have attained their commanding positions by reason of their superb artistry, and it is no mere coincidence that -“* they have chosen the Victrola as the instrument to carry their sublime art into the home with the utmost fidelity. The Victrola is the greatest of all musical instruments not only because it brings you the exact renditions of the world’s famous artists, but because it has through sheer merit and through world-wide recognition by millions of music- —, lovers carne this high honor the artists have conferred upon it. Any Victor dealer will gladly show you the complete line of Victors and Victrolas—$10 to $400-—and play the music you know and like best. Victor Talking Machine Co. Camden, N. J., U.S. A. Berliner Gramophoue Co, Montreal Canadian Distributors Important warning. Victo: Records can be safely and satisfactorily played only with Victor Needles or Tungs-tone Stylus on Victors or Victrolas. Victor Records cannot be safely played on machines with jeweled or other reproducing comicbooks.com