Life, 1917-03-29 · page 42 of 42
Life — March 29, 1917 — page 42: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not political satire. It promotes the Victrola phonograph (Victor Talking Machine Co.'s brand) from the early 20th century. The image shows a parlor scene where well-dressed people gather around a Victrola to listen to recorded music. The ad's appeal is straightforward: owning a Victrola allows home listening to "the world's greatest artists" as if attending live opera houses and theaters—a luxury previously unavailable to ordinary households. The "His Master's Voice" logo (featuring a dog listening to a gramophone) was Victor's famous trademark, lending authority and warmth to the brand. The important notice at bottom reveals the actual point of interest: Victor's legal control over both machines and records, warning that using Victor records only on Victor machines maintained quality—this reflects early format wars in recorded music technology.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
RS VOICE™ _al Hearing the worlds greatest artists is an everyday pleasure with a Victrola Just as real, just as enjoyable, in your own home as though you were hearing them in the great opera houses and theatres of the world. Hearing them at home on the Victrola has these advantages: You can make your choice of artists and selections, and have as many encores as you desire. Any Victor dealer in any city in the world will gladly play any music you wish to hear and demonstrate the various styles of the Victor and Victrola—$10 to $400. Victor Talking Machine Co., Camden, N. J., U.S. A. Metliner Gramophone Co., Montreal, Casadian Distributors New Victor Records demonstrated at all dealers on the 28th of each month Important Notice. ai Victor Talking Machines are patented and are only licensed, and with right of use with Victor Recordsonly, All Victor Records are patented and are only licensed, and with right of use on Victor Talking Machines only, Victor Records and Victor Machines are scientifically coordinated and synchronized by our special processes of UE manufacture; and their use, except with cach other, 1s not only unauthorized, but damaging and unsatisfactory. comichooks.com