Life, 1923-12-20 · page 36 of 36
Life — December 20, 1923 — page 36: what you’re looking at
What you’re looking at
This is primarily **advertising, not satire or political commentary**. It's a Victor Talking Machine Company advertisement from Life magazine promoting Victrolas (phonographs) by featuring endorsements from famous opera singers: Beniamino Gigli, Amelita Galli-Curci, and Mischa Elman. The page uses celebrity association as a marketing strategy—claiming these world-renowned artists chose Victor exclusively because only Victrolas could faithfully reproduce their voices. Each artist's record catalog is listed with prices ($1.50–$2.00 per double-sided record). The three portrait photographs function as celebrity testimonials rather than caricatures. The accompanying Victrola furniture models (shown as black silhouettes) emphasize the product as both a musical instrument and home furnishing. The closing copy positions Victrola as the industry standard and market leader, suggesting competitors are inferior imitations. This reflects early 20th-century phonograph market competition.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
* LIFE - Following in the footsteps of other famous artists, Gigli naturally became a Victor artist to insure perfect reproduction of his voice. Every one of the sixteen records he has made has been personally approved by him before being issued. Among them are: Double-faced Andrea Chénier—Un di all’ azzurro spazio \ 6139 $2.00 @Bain Favorita—Spirito gentil ) News Service GIGLI Africana—O Paradiso! =! Wietor Artist Faust—Salve, dimora \ 6138 2.00 Serenade Santa Lucia Luntana | Ct 150 Victrola No. 111 Electrics $265 Because the Victrola and Victor Records sshieae oe wale only are equal to the task of perfectly repro- ducing her interpretations, Galli-Curci chose to become associated with the other great artists of the world who make records for the Victor. Her forty-nine numbers include: Double-faced Sonnambula—Ah! non credea mirarti Sonnambula—Come per me sereno | 6125 $2.00 @Mishkin GALLI- CURCI —Victor Artist Traviata—Ah, fors’ é lui 6126 2.00 Victrola No. 260 Rigoletto—Caro nome Mahogany or walnut Chanson—Indoue Cog d’Or—Hymne au Soleil | 631 1.50 Every one of Elman’s seventy-one Victor Records is a reason why he is a Victor artist, for such absolute fidelity of reproduction can be secured through no other medium than the Victrola and Victor Records. Hear these selections from his Victor repertoire: Double-faced Thais—Meditation Coq d’Or—Hymn to the Sun 6100 $2.00. ® Mahogany or walnut Victrola No. 215 150 ELMAN — Victor Artist Humoresque Serenade—Stiindchen | 6095 2.00 The Victor Company originated the modern talking machine and was the first to offer the public high-class music by great artists. Victor Supremacy began then. It has been maintained by the continuing patronage of the world’s greatest musicians and by the merit of Victor Products. In buying a talking machine, consider that you must choose the Victrola or something you hope will do as well, and remember that the Victrola—the standard by which all are judged—costs no more. The Victrola Instrument line includes twenty-one models of the three general types shown at from $25 up. Ask your dealer or write to us for - illustrated catalog. To be sure of Victor Products, see the following trade-marks—under the lid of every instrument and on the label of every record, Victrola. REGUS. PATOFF. asters voce” Look under the lid and on the labels for these Victor trade-marks Victor Talking Machine Company, Camden,N. J. comicbooks.com