Life, 1922-10-05 · page 36 of 36
Life — October 5, 1922 — page 36: what you’re looking at
What you’re looking at
This is a **Victrola phonograph advertisement**, not a political cartoon. It promotes Victor Talking Machine Company's line of record players. The page displays two photographs of elegant Victrola models (No. 130 and No. 330) in mahogany or oak cabinetry, priced from $25 to $1500. The famous "His Master's Voice" trademark—featuring a dog listening to a gramophone—appears centrally, identifying authentic Victor products. The advertisement's core message warns consumers to verify they're purchasing genuine Victrolas by checking for the trademark and word under the lid and on labels. This suggests counterfeit or inferior competing models were circulating in the market. The copy emphasizes Victor's quality and association with "greatest artists," positioning the Victrola as a luxury item ensuring "lifetime of musical satisfaction." This reflects early 20th-century consumer culture when phonographs were prestigious home entertainment technology and brand authentication mattered to discerning buyers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
“HIS MASTER'S VOICE” This trademark and the trade- marked word “Victrola” identify all our products. Look under the lid! Look on the label! Vieror Tatxin Macuine Co. Victrola No. 130 0 Victrola No. 130, electric $390 Mahogany or oak Victrola No. 330 $350 Victrola No. 330, electric} $390 Mahogany Select the style you prefer but be sure it is a Victrola! Look under the lid for the Victor trade- marks—the picture and phrase “His Master’s Voice” and the word “Victrola.” To see them ona talking-machine is to know the instrument is right in every way—artistically, mechanically, musically. The Victrola is the one instrument chosen by the greatest artists to bring their in- terpretations into the home, and Victor quality insures a lifetime of musical satisfaction. Victrolas $25 to $1500. New Victor Rec- ords demonstrated at all dealers in Victor pro- ducts on the 1st of each month. Victrola REG. U S.PAT OFF. Victor Talking Machine Company Camden, New Jersey comicbooks.com