Life, 1917-01-04 · page 3 of 38
Life — January 4, 1917 — page 3: what you’re looking at
What you’re looking at
This is primarily a **Columbia Records advertisement**, not political satire. It promotes opera singer Maria Barrientos, described as the "new-found treasure-voice of the Metropolitan Opera" and "the world's greatest coloratura soprano." The ad emphasizes her first Columbia Records recordings of opera excerpts ("Silence O'er All," "Mad Scene" from *Lucia*, and "Valse" from *Mireille*). It positions Columbia Records as repositories of great singers' performances, comparing Barrientos to other renowned artists like Lazaro and Fremstad. The central image shows a woman in operatic costume (elaborate dress with spotted shawl) in an expressive pose. This is straightforward celebrity endorsement advertising typical of the era, designed to drive record sales by associating the label with prestigious Metropolitan Opera talent.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
BARRIENTOS HE new-found treasure-voice of the Metropolitan Opera—the world’s greatest coloratura soprano—can now be heard on Columbia Records exclusively. All the exquisite art of Barrientos is reflected in her first Columbia recordings of ‘‘Silence O’er All’? and the ‘‘Mad Scene’? from ““Lucia,’’ and the ‘‘ Valse’? from Gounod’s “‘ Mireille.’’ Columbia Records are living reflections of the art of the greatest singers of opera. They have the voice, the interpretation, the personality of such world-famed artists as Lazaro, Fremstad, Sembach, Barrientos, Bonci, Gates, Macbeth. Hear these records at your dealer’s to-day and—you will have heard the artists themselves! ‘‘Hearing is believing! ”’ New Columbia Records on sale the 20th of every month jon and a com *