Life, 1923-10-04 · page 44 of 44
Life — October 4, 1923 — page 44: what you’re looking at
What you’re looking at
This is not a political cartoon but rather a **Victor Talking Machine Company advertisement** from *Life* magazine. It promotes Victrolas (phonographs) by featuring three prominent classical musicians of the era: Werrenrath (tenor), Alda (soprano), and Heifetz (violinist). The ad's strategy positions these "Victor artists" as endorsers—their recordings "exactly parallel" live performances, lending credibility to the technology. By listing their Victor Red Seal Records with catalog numbers and prices, the company suggests that owning a Victrola allows consumers to experience great artists in their homes. The featured Victrola No. 405 model, priced at $250–$290, is presented as a lifetime purchase with superior construction ("carving done by hand"). The implicit message: investing in this phonograph means access to world-class artistic performances. This reflects early 20th-century consumer marketing linking luxury goods to cultural prestige and celebrity endorsement.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIEBE Because of the merit of his interpretations and the beauty of his voice, Werrenrath ranks among the great artists of today, and he is a Victor artist because his Victor Records exactly parallel his public performances. Among his twenty-two Victor Red Seal Records are: Single-faced Double-faced Gypsy Love Song (from “The Fortune Teller” 6489 1.0 i‘ , 64863 “ 00} 844 $1.50 Herodiade—Vision Fugitive 74610 1.50 Being a Victor artist not only means making Victor Records but approving them before they are issued. That Alda has fifty-one numbers in her Victor repertoire is convincing evidence of the great soprano’s confidence in the fidelity of Victor Records. Hear these selections : Single-faced Double-faced Ave Maria (with Elman) 89129 $1.75) Angel’s Serenade (with Elman) 89130 1.75) 8001 $2.50 © . % 7 Carissima 66036 1.00) _ Underwood ; Daddy 66152 1.00) 897 1.50 Underwood . . Deep River (with Orpheus Quartet) 64687 1.00) . ALDA —Victor Artist By the Waters of Minnetonka 64908 1.00) 527 1.50 Heifetz is numbered with the really great among violinists. Every one of his thirty-six records is a perfect transcription of his art—and for that reason Heifetz is a Victor artist. Some of his records are: Single-faced Double-faced Nocturne in E Flat 74616 $1. +50) Symphonie Espagnole— Andante (Fourth , Movement) 74646 = 1.50) La Ronde des Lutins 74570 = 1.50) Ppseee Scherzo Tarantelle 74562 1.50) 6159 2.00 HEIFETZ — Victor Artist Valse (from. “Serenade for String Orchestra”) 74635 1.50) 6155 2.00 Sérénade Mélancolique 74711 1.50) 6156 $2.00 It does make a difference when Victor products are used together—play the above Victor Records on this Victrola and note the superior tone quality. The Victrola No. 405 is fully equipped with the Victor tapering tone-arm, goose-neck sound. box connection, improved Victrola No. 2 sound-box and the simple, reliable Victor motor. Cabinet of highest grade materials. Carving done by hand. The Victrola is a purchase for a lifetime—it is built to last and to give lasting satisfaction. The Victrola instrument line includes twenty other models— $25 and up—all especially designed for particular purposes. Victrola No. 405 Spring motor, $250 Electric, $290 Walnut ictrola Sans 4 STERS Look under the lid and on the labels for these Victor trademarks Victor Talking Machine Company, Camden.N. J. comicbooks.com