Life, 1917-05-10 · page 8 of 46
Life — May 10, 1917 — page 8: what you’re looking at
What you’re looking at
This is **not a cartoon or satirical content**—it is a **full-page advertisement** for the Victrola phonograph, published in *Life* magazine. The ad promotes the Victrola as a universal music player capable of reproducing "every kind of music for everybody." It references specific famous performers of the era (Caruso, Farrar, Melba, Gluck, McCormack, Sousa, Elman, Kreisler, Paderewski, and Harry Lauder) to demonstrate the device's range. The text emphasizes that the Victrola is "the instrument for all kinds of music" and "supreme in all fields of musical endeavor." An image of the wooden cabinet-style player appears on the right, priced between $10 to $100 depending on the model. This represents early 20th-century consumer marketing, positioning a new technology as an essential household item for diverse musical tastes.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Voice.” It is on every Victrola andevery S bat otf Victor Record. Iistheidentifyinglabelon all genuine Victrolas and Victor Records. Every kind of music : for everybody the “Tameus trademark: “His Mester Ra HIS MASTERS VOICE Your kind of music for you! The kind of music you like best! Do you prefer to hear magnificent operatic arias, portrayed by Caruso or Farrar or Melba? Or are your favorites the charming old songs of yesteryear—the ballads so sweetly sung by Gluck and McCormack? Or it may be that your tastes run to instrumental solos—the exquisite renditions of Elman or Kreisler or Paderewski. Then again, perhaps, you would rather hear Sousa’s Band play some of his own stirring marches, or enjoy Harry Lauder’s inimitable Witticisms. , No matter—you can hear them all on the Victrola. It is the instrument for a// kinds of music. It has not only gathered to itself the greatest artists in the world of song, but the most celebrated bands and orchestras, the famous instrumentalists, the leading comedians. The Victrola is supreme in all fields of musical endeavor. It is he instrument for every home. lear your favorite music today at any Victor dealer's. He will gladly play any music you wish to hear, and demon- strate the various styles of the Victor and Victrola—$to to S4oo. Victor Talking Machine Co., Camden, N. J., U.S.A. Retliser Granopbone Co., Montreal. Canadlla Important Notice. au Victor Talking Machines are patented and are only licensed, and with right of use with Victor Records only. 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 manufacture; and their use, except with each other, is not only unauthorized, but damaging and unsatisfactory. Victrola XVI, $250 Victrola XVI, electric, $300 New Victor Records demonstrated at all dealers on the 28th of each month Mahogany or oak Victrol “Victrola” isthe Registered Trade-mark of the Victor Talking MachineCompany designatirgtheproductsofthisCompanyonly ‘arning: The use of the word Victrola upon or in the promotion or saleof any other Talking Machine or Phonograph products is misleadirg andillegal. menares A AN AAT GRA AA, a 5; Nn? 0)