Music Trade Review

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THE MUSIC TRADE REVIEW
13
EFFECTIVE PIANO ADVERTISING FOR THE HOLIDAY TRADE-(Continued from page 12)
reasons for their being true. That is just what
we want—the errcat big powerful reasons why
ysis to tabulate some great big reasons why
this is true and then by using the mighty power
of the press to disseminate these reasons in a
good, strong, affirmative way. Gather facts bear-
ing on the relation of music to war from every
it emphasizes the importance of music in
home.
The Kranich & Kacli "copy"
HBmu^^
S^AMPIC
"I NEVER ENJOYED
DANCING MORE!"*
That's what everyone says when danc-
ing to Jesse French Music. With thii
splendid player-piano, you can always have
the kind of music you most enjoy.
It is Easy to Have Music Today
No Hardship is Greater than not to have
Music in the Home
Jesse French & Sons
Player-Piano
« aa«* mmlt ia Uw ham* )aat a IHtla alaaB
i
T talai. w.,H h ill tlut la *-U
Minimum amount of pumping required, noiseless mechanism.
Perfect control of expression and tempo. Pedal operated automatic-
ally by hand lever or pneumatic button. These desirable features
most highly perfected in Jesse French Instruments.
Our illustrated book, giving the particulars of our Easy Payment Selling Plan
and Liberal Exchange Proposition on four old instrument, will be of intc
cTcry prospective buyer.
Fill out coupon now. Mail it today!
Easy w#My paymsnU
mduUpoMMbUjoryou
to jMWtt tt# Kingston
PLAYER PIANO
DE LUXE
Jesse French & Sons Piano Co.
1710 Sixth Arenu.
$445
N«w Cutfe, Indian.
For Devotees of Terpsichore
possible source. Try to dig up some new facts
the rest of us haven't as yet realized. We would
recommend the use of newsy matter—'local
news where possible. Suppose for instance you
use a news head such as "East Lynn Boys at
THE RUDOLPH WURLITZER CO.
Camp Enjoy Player-Piano" or "New Stadium
115 West 40th SL, New York
Being Erected at Camp Upton so the Boys Can
All Have Music."
Passing now to the second theme, "There
Featuring Music in the Home
all these things are undeniably true. That is should be a piano in every home," we find ma-
terial in great abundance. The better class ad-
what will interest and convince the public.
To get down to detail, let's consider the first vertising of the piano trade has always carried
educational
matter
along the "music in the
home" line. The Na-
tional Bureau for the
Advancement of Music
has also gathered to-
gether some excellent
facts bearing on this
subject. T h e m a i n
thing is to pick out the
reasons w h y t h e r e
should be a piano in
every American home,
to bring cheer, inspira-
tion and refinement.
Coming now to the
third theme, "We have
In the trenches
t h e instrument y o u
In camp
want and you should
Oh shipboard
buy it from us," we find
a state of affairs that
In the hospitals
does not p e r m i t of
AtYM.CA. centres
generalization.
Every
instrument has its own
•
£iE•&« With the folks backhome"
unique advantages and
every piano merchant
and piano manufacturer
has a history and stand-
A famous genera) once said that the only enemies he evtr feared entcrej the battle with a song
en their liji.
ing all his own. The
Patriotism it three parts emotion and music is the language of the emotions.
important thing is to
Courage is bom of the heart and music (peaks straight to the heart.
Is times that try men's souli. every force which keeps the nation's spirit bright Is a great and
study out your "indi-
positive asaet. Every meant of combating trial with happiness must be carefully conserved and fostered.
A nation at war require! {ood (or its soul as well as-for its body. The morale of the fighting
vidual assets" and to
tWes must be Maintained. TMr'rnental and moral resources of the people must be preserved at their
drive these home with
lull vigor. Recreational and cultural activities must provide the needed relaxation, reviye the droop-
.ing tpirita, soften the sting of sorrow, instil new ardors of bravery and determination. The sound of
telling force.
laughter must be heard in the land.
We h a v e selected
Inuinctively men turn to music for entertainment and inspiration. Music speaks a tongue that
all can understand, that nothing else can speak. It reaches down to the hidden springs of feeling,
several illustrations to
replenishes and freshens them. T o the mysterious power of music, the pulse responds and hopes run
faigh. Under its healing influence, gloom and despair lose their evil grip.
accompany this article.
Imagine, ii you can, a nation going into war without the thrill of musicl Imagine, if you can,
E a c h one serves to
a nation battling through (he dark days of i prolonged struggle without the heartening comfort of musicl
The Victrola is literally the nation's chief source of music. More Americans-jand Americans in
bring out one or more
the making—have learned "The Star Spangled Banner" from the Victrola than from any other one
source. The Victrola is in millions of homes. It is in camp, on shipboard, in the trenches, the hos-
of the points we have
pitals, the school?, and the churches. It in the principal source of cheerfulness and entertainment ta
the soldiers and tailors of Uncle Sam. "Back home" among the folks behind the army—the farmers,
outlined above. T h e
the men and women in the fields and the factories, in city and in country, the Victrola is one of tbc
Aeolian,
Wanamaker
greatest—if not tht greatest—means of diversion.
, It is the mission of the artist to create beauty and pleasure. It Is the mission of the Victrola to
a n d Victor advertise-
cany them directly to the people, to plant them in their homes and thus to contribute to their mental
ments are excellent ex-
and spiritual well-being.
The tremendous popularity and use of the Victrola and Victor Records indicate how strongly
amples of how to work
established they are in the affection* of the people, how coinriletcly they are fulfilling a national need.
The Victrola performs m mean service to the nation. '
the war spirit into your
"copy." The W a n a -
1.1, i
maker advertisement is
also noteworthy for its
straightforward quota-
tion of prices, without
The Patriotic Appeal Is the Basis of This Victor Ad
theme, "Music in war times is a necessity." How any "was-now stuff included. The Wurlitzer
shall we start? Obviously by making an anal- advertisement is particularly fine in the way
nd now,
come meet the a
Y
O U R hostess draws the curtains and you ar<
amazed to find that the finished and thorough
me performance IO which you have been Its-
emng is not thai of a great an is, but the Amptco's
reproduction of his playing. T h e Amptco makei the
great music of all ago as accessible as ihe books in
your library, ti puts at your command the inter-
pretive a n of the greatest living ptantns. It del
to you the whole rich treasure of music, upon which
you may draw ai will.
Tfc* Ku-ftton Da Lua u eat •
B<-t
Broadway aad fitb A w
The Victor's service
to the Nation at war
Music-a war-time necessity
1
1
T h e Ampico may also be used as the regular
piano for playing manually and as the player-piano,
using any standard 88-noie roll. T h e Ampico is
completely encased wiihm the piano. » that the
superb dignity and grace of Kni.be case design ti
preserved mtaci.
The Ampico In The Knabe
Uprights
&
Grands
Convenient Tenro of Payment
Pianoi and PUycri in Exchange
Daily D«monj*r»boni in ihe Ampico Studio,
/tOarerooma
FtfthTtomw at ThirtyninlH.
Splendid Reproducing Piano Copy
with the same subject but has the Christmas
spirit thrown in for "color." The Jesse French
advertisement brings out the idea and pleasures
of dancing in the home. The Hallet & Davis
advertisement takes the daughter of the home
into consideration and the Vose advertisement
is a very good example of emphasizing the
"unique quality" a particular make of pianos en-
joys in that it is the product of four generations
of the Vose family. The Knabe Ampico ad-
\
•Make That Christmas Piano
The Finest You Can Buy!
R
E M E M B E R — T H A T P I A N O you are planning to K cl
this Christmas is going to he » permanent possession.
I t will reflect your tarie—and it will help form the
taste and appreciation for music of your children.
The social life of the family, some of its finest thoughts
and aspirations, will likely be'eentered around' that instrument.
so it is right that it should be entirely worthy of that important
place in your life.
I f it is at all within your ability (and we can make it so),
you ought to buy
A Kranich & Bach
—a rioW« instrument, with a s orous, rare depth and mellowrio
of TONE developed by fifty yi s of a craftsmanship as true an
persevering and wholly mwti nlij as the craftsmanship of
Maestro Stradivari.
Sueli an instrument is a proud nd rich possession, yet its
ership need not be confined to wea
Your : : Own
Terms
within only reasonable limits, will bring it to grace you
should like to convince you
you mil afford it—and
y that y
f h
tt
t i l ho obligation Visit our Piano S
f the matter entails ho obligati
e. Wu
cussion
loda.j.
Kranich 8 Bach Grands, f«SO Up
Uprights, H75 Up
:
:
:
: Players, J7S0 Up
THE PIANO HOUSE of BROOKLYN
What Is Christmas Without Music?
vertisement brings out in a masterly way the
supreme qualities of the reproducing piano.
The real advertising principle we have tried
to convey in this article can be nicely summed
up as follows: "Get facts into your copy—facts
that mean something."