Life, 1918-02-14 · page 6 of 40
Life — February 14, 1918 — page 6: what you’re looking at
What you’re looking at
This is primarily a **Victor Talking Machine Company advertisement**, not political satire. The page promotes Victrola Records and phonographs by showcasing famous opera and concert singers of the era. The advertisement emphasizes "Victor Supremacy" in the recorded music market, claiming exclusive contracts with the world's greatest artists. The numbered figures show various internationally renowned performers—including what the caption identifies as opera singers performing roles like "Caruso as Rigoletto" and "Tetrazzini as Lakme." The decorative framing and "His Master's Voice" dog logo (Victor's famous trademark) reinforce brand prestige. This reflects early 20th-century marketing: positioning phonographs as luxury items that brought elite cultural performances into homes. There is no political cartoon or satire present—this is straightforward commercial advertising aimed at affluent consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The greatest music by tre’ reatest artists 7 -only on ictrola Records Who are the greatest artists? The talented singers and instrumentalists who by reason of their superior artistry are famous the whole world over —who charm hosts of music-lovers upon their appearance on the opera and concert stage —who have chosen Victrola Records exclusively to carry their art to all the world and immortalize them for all time. Hear your favorit lay at; tor dealer's, He will gladly play est artists, and give you a cop xs of music in all the world. vice Culture Re Victor Talking Machine ( Co. Camden, N. J, U.S. AL Berliner Gramophone ‘avtlan Distriantors Important Notice. victor Records and Victor Machines are scientifically coordinated and synchronized by our special processes of manufacture, and their use, one with the other, is absolutely essential to a perfect Victor reproduction. New Victor Records demonstrated at all dealers on the Ist of each month Victor Supremacy 1 Caruso es Rhadames in Ada 6 Cormack as SirEdger mluna 11 Tetrazzini as Lakme to Abts as Desdemona in Othello 2 Melba as Marguenite infaust 7 Gluck as Nedda in Pogliacat 12 Garona Quvna Ny Magee 7 Beno as Yona in Drs Gahan 3 Galli-Curci as Gilda inRygcietto 8 Scotti as Scarpia inTosca 13 Martinelli as Mario mTbsca i x 4 Farrar as Tosca 9 Homer as Amnons inAida 14 Cale as Carmen 5 Sdamemticah os AucmainTustrr 10 Ruffo as Rigoletto 15 chert as Mephistopheles inFaust il 21 Efrem Zimbalist 2 Jascha Heifetz 23 Maud Powell