Life, 1923-11-29 · page 38 of 38
Life — November 29, 1923 — page 38: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a **full-page advertisement** for Victor Talking Machine Company promoting their Victrola phonograph and Victor Records. The page features photographs of three renowned classical musicians of the era—Werrenrath (baritone), Alda (soprano), and Heifetz (violinist)—positioned as endorsers. The advertisement emphasizes that these "Victor artists" personally approve their recordings, lending credibility to the company's sound quality. The bottom half showcases the Victrola No. 405 model, a cabinet phonograph priced at $250-$290, marketed as a lifetime purchase. The text stresses superior "tone quality" when Victor products are used together, emphasizing the integration of records and equipment. This represents early 20th-century celebrity endorsement marketing, where famous performers' approval served as a quality guarantee for consumers considering purchasing expensive home entertainment equipment.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
LIFE 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: Double-faced Gypsy Love Song (from “The Fortune Teller”) Duna | 844 $1.50 Kashmiri Song Where My Dear Lady Sleeps" B48 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: Double-faced Ave Maria (with Elman) Y econ, $2: : Angel’s Serenade (with Elman) J 8001: $2.50 Bniterwoot Carissima ‘Underwood Daddy ALDA —Victor Artist Deep River (with Orpheus Quartet) By the Waters of Minnetonka 897 1.50 527 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: Double-faced 6156 $2.00 Symphonie Espagnole—Andante (Fourth Movement) 4 La Ronde des Lutins aed Scherzo Tarantelle HEIFETZ —Victor Artist Valse (from “Serenade for String Orchestra”) Sérénade Mélancolique 6159 2.00 Nocturne in E Flat ) ) 6155 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. JNNTA STTOdVINNIW The Victrola instrument line includes twenty other models— $25 and up—all especially designed for particular purposes. Victrota No. 405 Spring motor, $250 Electric, $290 Walnut ictrola His temas Look under the lid and on the labels for these Victor trade-marks Victor Talking Machine Company, Camden,N. J. comicbooks.com