Life, 1920-11-11 · page 6 of 44
Life — November 11, 1920 — page 6: what you’re looking at
What you’re looking at
This is **not a political cartoon or satire** — it's a straightforward **advertisement** for Victrola phonographs, placed in Life magazine. The ad uses a playful visual pun: "Look under the lid!" shows a phonograph with its lid open, revealing the famous "His Master's Voice" trademark (the dog and gramophone logo). The text explains that consumers should verify they're buying an authentic Victor product by checking for these exclusive trademarks — both the image and the "Victrola" name — which appear under the lid or on the cabinet sides. The advertisement is essentially a **consumer protection message**, warning against counterfeit sound-reproducing devices and assuring buyers that genuine Victrolas bear these identifying marks. It's a straightforward commercial, not satirical content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Be sure it is a Victrola Both the picture “His Master’s Voice” and the word “Victrola” are exclusive trademarks of the Victor Talking Machine Company. When you see these trademarks on a sound-reproducing instrument or record, you can be sure it was made by the Victor Company. Being a registered trademark, the word “Victrola” cannot law- fully be applied to other than Victor products. For your own protection see for yourself that the instrument you buy bears these famous Victor trademarks. They are placed HH % on all Victor instruments and records to protect our customers from | substitution. Look under the lid. On the portable styles which have no lid, these trademarks appear on the side of the cabinet. One or both of them also appears on the label of all Victor Records. Victor Talking Machine Co., Camden, N. J. Victrola REO. U. &. Pay. OFF, comicbooksonl