Life, 1918-05-09 · page 40 of 40
Life — May 9, 1918 — page 40: what you’re looking at
What you’re looking at
This is a **full-page advertisement** for Columbia's phonograph and records, not political satire. The page promotes the "Columbia Grafonola"—a phonograph machine priced $18-$250—by describing the variety of music available on Columbia Records. The imagery shows stylized dancing and musical figures celebrating different music genres (jazz, opera, oriental dances, etc.). The text personifies the Grafonola as "a big, jolly friend" who brings music and joy into homes. A notable detail: the small text "Food will win the war. Don't waste it" suggests this advertisement appeared during **World War I** (when the U.S. was involved, 1917-1918), incorporating a wartime public service message about food rationing. The satire is gentle—the exaggerated claims that every popular song "it's on a Columbia Record" humorously suggest Columbia's comprehensive catalog. This is commercial advertising using humor and personification rather than political commentary.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
IF it’s snappy, catchy music that you want to hear again and then some more—it’s on a Columbia Record. That tantalizing tune you whistled for a week before you got the name—it’s ona Columbia Record. That jazz dance riot that they encored seven times—it’s on a Columbia Record. Columbia Grafonolas are priced at $18 to $250. Penod desiins up to $2100, Food will win the war. Don't waste it. Columbia Graphophone Company, New York HAT weird close harmony the boys were singing at the club last night— it's on a Columbia Record. Spring song, love song, pirate chorus, opera air, or oriental dances —if it’s music that’s alive, Columbia’s got it. If it's musicthat youlike, the ColumbiaGrafonola will make you like it better. BIG, jolly friend with happy, melo- dious voice — that’s the Columbia Grafonola. A handsome, cheerful, likable fellow who is always the fun-center of the home he lives in, And of course he’s always happiest when he sings Columbia Records. comicbooksean