Life, 1917-11-22 · page 6 of 44
Life — November 22, 1917 — page 6: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or political content**. The page promotes Victor Talking Machines (phonographs) and Victor Records. The three portraits at top are famous opera singers—Caruso, Gluck, and McCormack—who recorded for Victor, lending prestige to the brand. The ad's argument is straightforward: just as people desire attending concerts by the world's greatest artists, they should want Victor phonographs to hear those same artists at home. The "Supremacy" section emphasizes Victor's technical superiority and warns consumers to look for the "His Master's Voice" trademark on genuine products. The lower half shows a Victrola XVII model with pricing ($265 acoustic; $325 electric). This represents early 20th-century marketing using celebrity endorsement and product differentiation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
UUNGADATAVETAOUNEWUNTOETEUT TURUTONHUTAeeCUTUNESSERDETO NUTONE © sewer 6 eusmmece Mc CORMACK. Everybody naturally wants to hear the best music If you had your choice of attending two concerts—the greatest artists in all the world appearing at one, some little-known artists at the other—which would you choose? You would quickly decide to hear the renowned artists who are famous for their superb interpretations. And this is exactly the rea- son why the Victrola is the instrument for your home. ‘The world’s greatest artists make records for the Victrola exclusively: Caruso, Alda, Braslau, Calvé, Culp, de Gogorza, De Luca, Destinn, Elman, Farrar, Gadski, Galli- Curci, Garrison, Gluck, Hempel, Homer, Journet, Kreisler, Martinelli, McCormack, Melba, Paderew Powell, Ruffo, Schumann-Heink, Scotti, Sembrich, Tetrazzini, Whitehill, Williams, Witherspoon, Zim- balist. There are Victors and Victrolas in great variety of styles from $10 to $4oo, and there are Victor dealers everywhere who will gladly demonstrate them and play your favorite music for you. Ask to hear the Saenger Voice Culture Records. Victor Talking Machine Co., Camden, N. J., U.S.A. New Victor Records demonstrated at all dealers on the Ist of each month Victor Supremacy Important Notice. Victor Records and Victor ) ficall seed and aynchroniacd by, our special procestes their use, one with the other, is absolutely essential reproduction. To insure Victor quality, always look for the famous trade-mark, “His Master's Voice.” It is on all genuine products of the Victor Talking Machine Company. HIS MASTERS VOICE™ Victrola XVII, $265. Victrola XVII, electric, $325 Mahogany or oak