Life, 1918-06-20 · page 6 of 36
Life — June 20, 1918 — page 6: what you’re looking at
What you’re looking at
This page is primarily a **Victor Records advertisement**, not satire or political content. It features portraits of famous opera singers and classical musicians of the era, labeled with names including Caruso, Gluck, Calve, Sousa, and Lauder. The ad emphasizes that Victor Records capture "the living evidence of an artist's greatness" and claims superiority over competitors—only the Victrola phonograph player can properly reproduce these recordings. The accompanying product images show the Victrola XVII model at different price points ($275-$332.50). This is straightforward commercial marketing promoting both recorded music and the phonograph technology needed to play it, capitalizing on early 20th-century fascination with capturing and reproducing live performance.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
HIS MASTERS VOICE ALG U.S. PAT. OFF Cs eens y Met Victor Records -the living evidence of an artists greatness What is it that makes an artist famous? That wins the applause of appreciative audiences? That establishes an enviable reputation as a great artist in the hearts of music-lovers? The answer is indelibly inscribed on Victor Records. They are the living evidence of an artist’s greatness. They reproduce the art of the most famous singers and instrumentalists with unswerving fidelity. With a Victrola you can enjoy these superb interpretations at will right in your own home. But ox/y with the Victrola—for the world’s greatest artists make records for the Victrola exclusively. Any Victor dealer will gladly play for you any music you wish to hear, and demonstrate the various styles of the Victor and Victrola— $12 to $950. Saenger Voice Culture Records are invaluable to vocal students—ask to hear them. Victor Talking Machine Co., Camden, N. J., U. S. A. Berliner Gesu 1¢ Co., Monteeal, Canadian Distribators 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 1st of each month “Victrola” is the Registered Trade-mark of the Victor Talking Machine Company designatingtheproductsofthisCompenyonly. Victor Supremacy Oe Lu sg Victrola XVII, $275 Victrola XVI, electric, $332.50 1g Mahogany or oak if comicbooksem