Life, 1917-02-15 · page 6 of 42
Life — February 15, 1917 — page 6: what you’re looking at
What you’re looking at
This is not satire or political commentary—it's a straightforward **commercial advertisement** for Victor Records (later RCA Victor), a major recording company of the early 20th century. The ad promotes Victor's exclusive contracts with famous opera singers and concert artists of the era. The central image shows the Victor trademark: a dog listening to a phonograph ("His Master's Voice"). The surrounding photographs display various classical musicians and opera performers whose recordings Victor claimed to offer. The advertisement's pitch emphasizes that Victor recordings capture these world-class artists' performances in your home, rivaling live concert experiences. It advertises Victor's phonograph machines and urges readers to visit dealers or request the Victor Record Catalog. This represents early mass-market promotion of recorded music technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“HIS MASTERS VOICE” REGUS PAT OFF To insure Victor quality, always look for the famous trademark, “His Master's Voice.” It is on every Victrola and every Victor Record Itistheidentifying label on all genuine Victrolas and Victor Records. The greatest artists all the world. make of al for the Victor exclusively Besides bringing to you the magnificent interpretations of the world’s greatest operatic artists, Victor Records also present to you the brilliant renditions of the most famous artists of the concert stage. “ Wherever these great artists appear, in opera or on concert tour, they are greeted by hosts of delighted music-lovers. But great and enthusiastic as these audiences are, they are far outnumbered by their vast Victor audiences who hear and applaud their superb art on the Victrola. And because their Victor Records are absolutely true to life, you enjoy in your own home all the exquisite beauty of interpretation which has established Victor supremacy on a basis of great things actually accomplished. There are Victor dealers everywhere, and they will gladly show you all the various styles of Victrolas and play any music you wish to hear. Ask for a copy of the Victor Record Catalog—the most complete catalog of music in all the world. Victor Talking Machine Co., Camden, N. J., U.S. A. Berliner Gramophone Ca., Montreal, Canadian Distributors Important warning. Victor Records can be safely and satisfactorily played only with Victor Needles or Tangs-tone Stylus on Victors or Victrolas. Victor Records can- not be safely played on machines with jeweled or other reproducing points. New Victor Records demonstrated at all dealers on the 28th of each month Victor Records comicbooks.com