Life — May 16, 1918 — page 6: what you’re looking at

What you’re looking at

# Analysis This page is primarily **advertising**, not satire or political commentary. It's a Victor Talking Machine Company advertisement promoting Victrola record players and Victor Records. The page features portraits of famous opera singers—identified by names like "CARUSO," "FARRAR," "GALLI-CURCI," "HOMER," and "JASCHA HEIFETZ"—to demonstrate that Victor Records feature renowned artists. The advertisement emphasizes that every recording receives artist approval for quality and fidelity. The central claim is that Victor Records preserve performances "exactly as he or she sings you to hear it," making them trustworthy reproductions. This was a significant marketing point in early phonograph advertising, assuring consumers of authenticity and quality. The "His Master's Voice" logo (dog and gramophone) appears at bottom right, Victor's iconic trademark.