Life, 1920-11-25 · page 44 of 45
Life — November 25, 1920 — page 44: what you’re looking at
What you’re looking at
This is a **Victrola advertisement**, not political satire. The page promotes the Victor Talking Machine Company's phonograph by claiming it's "the instrument that is the greatest artists"—meaning the greatest artists choose to record for it. The silhouette of a gramophone dominates the visual. The text lists dozens of famous opera singers, violinists, and orchestras (Caruso, Melba, Paderewski, Boston Symphony, etc.) to suggest that owning a Victrola gives ordinary households access to world-class performances. The argument is straightforward advertising: elite musicians wouldn't associate with an inferior product, so the Victrola's endorsement by these luminaries proves its quality. Priced "$25 to $1500" (substantial sums in this era), it's positioned as a luxury good that brings high culture into homes. There is no satire here—this is earnest commercial persuasion targeting middle-class aspirations for refined entertainment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The instrument that is the greatest artists All these great artists make records for the Victrola: AMATO BESANZON1 BORL HARROLD HOMER JOHNS! four MARTINELLI McCORMACK MELBA RUFFO SCHUMANN-HEINK scott SEMBRICH TETRAZZINI WERRENRATH WITHERSPOON ZANELLI MELFETZ KREISLER, KUBELIK ZIMBALIST Violoncello KINDLER 0 corToT PADEREWSKI RACHMANINOFF Orchestra BOSTON SYMPHONY FLONZALEY QUARTET VICTOR HERBERT'S PHILA. SYMPHONY Also records by the late Gerville-Reache, bert. HHILE the power to stir vast opera and concert Fengtos ood Willacnn, laudiences is the heritage of the greatest. artists, to Miithe Victrola belongs the privilege of disseminating their art in countless homes throughout the world. The Victrola is the greatest artists in the homes of the people. Look at the list of Victor artists shown here. Practically every artist worthy to be called “great” in this generation has allied himself with the Victor. This is no mere coincidence, but the result of deliberate choice by those whose genius makes their judgment final. Hear the world’s greatest artists at any Victor dealer's. Victrolas in great variety, $25 to $1500. Victrola REG. U.S. PAT. OFF. This trademark and the trademarked word Victor Talking Machine Co. “Veetrce” ety ell our presics, Look under the lid! Look on the label ! Camden, New Jersey VICTOR TALKING MACHINE CO. Camden, N. J. comicbooks.conmual