Life, 1917-10-25 · page 6 of 44
Life — October 25, 1917 — page 6: what you’re looking at
What you’re looking at
This is a **product advertisement**, not political satire. It promotes the Victrola phonograph by the Victor Talking Machine Company. The page features **famous opera singers and musicians of the early 20th century**—including Caruso, Melba, Farrar, Galli-Curci, McCormack, Paderewski, Glueck, and Kreisler—whose portraits surround the advertisement. The implicit message: these world-class artists recorded *exclusively* for Victor, legitimizing the Victrola as the superior device for experiencing fine music at home. The central claim—"The Victrola is the embodiment of all that is best in music"—uses celebrity endorsement to establish brand dominance. Three different Victrola models are pictured below. This reflects early 20th-century advertising strategy: associate consumer products with high culture and prestigious figures to justify premium pricing and market leadership ("Victor Supremacy").
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
To insure Victor quality. always look for the famous trademark, “His Master's Voice.” It is on all genuine products of the Victor Talking Machine Company. The Victrola is the embodiment of all that is best in music The ‘excellence of any talking-machine can be safely judged by the artists who make records for it—by the music it brings into your home. “ The Victrola stands supreme among musical instruments because of its wonderful musical achievements—because it brings to you the exquisitely beautiful interpretations of the world’s greatest artists. Just as there is but one Caruso, one Farrar, one Galli-Curci, one Gluck, one Kreisler, one McCormack, one Melba, one Paderewski, so there is only ene instrument able to bring their superb art into your home with absolute fidelity. he greatest artists themselves have decided that instrument is the ictrola Any Victor dealer will gladly play for you the exquisite interpretations of the world's sreatest artists who. make records exclusively for the Victor. “And if desired he will lemonstrate the various styles of the Victor and Victrola—$ro to $400. Ask to hear the Saenger Voice Culture Records. Victor Talking Machine Co., Camden, N. J., U.S. A. Berliner Gramophone Co., Montreal, Canadian Distributors New Victor Records demonstrated at all dealers on the Ist of each month “Victrola” {s the Registered Trade-mark of the Victor Talking Machine Company desig- nating the products of this Company only. Warning: The use of the word Victrola upon or in the promotion or sale of any other Talking Machine or Phonograph products is misleading and illegal. comicbooks Bain