Life, 1918-05-16 · page 6 of 40
Life — May 16, 1918 — page 6: what you’re looking at
What you’re looking at
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.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
FARRAR GALL = CURCL No master record shall be considered as satisfactory and complete and perfect until it has been approved not only by an authorized representative of the Victor Company, but also by the artist. Extract from Victor artists contract Every Victor Record must have the artists own approval Our contract demands it Not only must every Victor Record receive the approval of the Victor Recording Laboratory before it is listed in the Victor Record catalog, but the artist who makes the record mus also be satisfied that it portrays his or her art with absolute fidelity. When you play a Victor Record on the Victrola, you can be sure the interpretation you hear is exactly as the artist sang or played it—exactly as he or she wishes you to hear it. So true to life in every detail that Victor Records have also earned for themselves the universal and enthusiastic approval of the great final judge—the music-loving public. There are Victors and Victrolas from $10 to $400, and any Victor dealer will gladly demonstrate them and play your favorite music for you. Saenger Voice Culture Records are invaluable to vocal students—ask to hear them. Victor Talking Machine Co., Camden, N. Nertiner Gra Co, Montreal, Canadian 1st Important Notice. Victor Records and Victor Machines are scientifically coordinated and synchronized in the processes of manufacture, and their use, one with the other, is absolutely essential to a perfect reproduction. New Victor Records demonstrated at all dealers on the Ist of each month. “Victrola” is the Registered Trade-mark of the Victor Talking Machine Company designating the products of this Company only, Victrola