Music Trade Review
Issue: 1918 Vol. 66 N. 18 - Page 8
Music Trade Review -- © mbsi.org, arcade-museum.com -- digitized with support from namm.org
8
THE MUSIC TRADE
REVIEW
M A Y 4, 1918
Piano Advertising That Appeals Especially to Men
Retail Piano Dealers Can Obtain Excellent Results Through the Use of Ads
Which Make a Direct Appeal to the Member of the Family Who Pays the Bills
It is estimated that fully 75 per cent, of the
retail piano advertising that contains a sex ap-
peal is directed at "the female of the species."
Many good reasons are responsible for this
women, it really seems good policy to conduct man, it seems reasonable to suppose he will
a drive now and then on the men. As a general soon become convinced that he should have one.
thing it is quite true that "father pays the bills,"
The same idea is brought forth in the Angelus
and this being so, it ought to prove economical
salesmanship to aim
directly at the family
purse instead of beat-
Ihe day , work
ing around the bush
A FTER
u done there » nothing
so
entertaining
and relieihing
through s e c o n d or
as music. Especially when it
third
parties.
u music of your own making
onoa in
—the kind ol music you like
There are many ex-
best, played by you the way
There is no feeling except the extremes of fear and grief cellent ways to appeal
you like il.
that does not find its expression and relief in music. And
there is no Player-Piano that provides a better means for directly to the man.
I this expression of feelings, this matter of moods, than the Jesse One of the best of
We ANGELUS
1 French Piano-Player. Responsive to the slightest variation of touch
I the Jesse French Player-Piano is in closest sympathy with the player. these is to call force-
PLAYER-PIANO Will Give You This Power
I There is almost a feeling of affinity between them, so readily, so fully to his mind the
:ause you know nothing of muiKiJ technique, or lack finger skill, u no reason why
I accurately and so delicately does it synchronize with the moods.
i should longer deny yourself this inexpressible pleasure. The Angelu* lupplirs all
t, and provides you with simple devices by which you can give your own expression
That is the marked characteristic of the Jesse French Player—its fact that he owes it to
n though you do not know one note from snot her Whatever your opinion of playei-pianos
sympathetic responsiveness and obedience to the will of the his wife to get her a
y be we want you to hear the Angelus. It will be a revelation to you
player. And this result is attained by the Jesse French methods-
With the ANGELUS You can Give a Musical
quality materials, and perfect architectural and mechanical con- piano.
The headline
struction. Thousands of homes have given the Jesse French Player-
Rendition Like That of an Accomplished Pianist
Piano a cozy corner. It banishes the grouch, displaces the glooms and grumps, substituting happines3 of the Bacon adver-
e reason is thai the Angelus has exclusive patented device* that produce r
ipossible. The Phrasing Lever and, the, Melodant are without equal
and good humor. Why not a Jesse French Player-Piano in Your home? May we tell you all about it? tisement
reproduced
expression control, while the Diaphragm Pneumatics
Come into our store today.
e Ihe same delicacy and certainly of touch as the
herewith shows how
it is possible to vig-
The Player as a Means of Expressing Moods
W, iruvire You to Hoar tk, Anftiu-To May ft
Yovmtt. Y-xiwiUbm under no cMlfaljon to tmy
practice. In the first place, women as a class orously remind a man of his obligation to his
have been better favored with time and oppor- wife as far as a piano is concerned. The same
tunity for learning to play the piano. . This kind of appeal can be used to bring out what a
POST CARD
means that women constitute the major portion father owes to his children. This form has been
of "home pianists." In the second place, women used quite extensively, but in most cases has
exercise a more or less hereditary right to con- been directed to "mother love" rather than to
trol the furnishing of the family home, and it the fondness and interest in their welfare which
is a conceded fact that a considerable number a father feels for his descendants.
The Emerson advertisement accompanying
of pianos are bought because they make attrac-
An Avenue of Entertainment
tive pieces of furniture for my lady's drawing
advertisement, but in this case the idea presented
room or parlor. In the third place, the artists
in the "copy" is supported by a highly perti-
who draw the illustrations for piano advertise-
nent illustration. The dual picture of the busi-
ments have judged a greater artistic connection
ness man in his office and then in his own home
enjoying a player is certainly a powerful appeal
to those who read as they run. There is no
possibility of misunderstanding the thought the
advertiser wishes to convey.
The Jesse French advertisement is a straight
challenge to the man—notice he is a middle-aged
"1 learned to play on my
man—to let himself out in musical expression.
Grandmother's Kmerson
The headline and the illustration with its in-
Square. Then my mother
spiring vision complete an "attention getter"
gave me an E m e r s o n
Picture Yourself
1
An Emerson Family
Grand which I still have.
And now my husband has
the latest Emerson Player.
We feel that we c o u l d
hardly keep house without an Emerson."
This is o n l y o n e of
t h o u s a n d s of rases in
w h i c h t h e I', m c r s o n
figures as
"A Family
Tradition"
To acquire loyalty of this sort requires m e r i t .
To keep it from genera-
tion to generation means
that the Emerson Piano
has maintained its high
standards and has kept
abreast with the times.
Send for Catalog
Dealers in Principal Cities and Towns
EMERSON PIANO CO.
Established 1S49
BOSTON. MASS.
The Player as a Man's Instrument
to exist between the form or face of a woman
and the grace of a grand piano than between
the contour of a piano and that of man,.
But with all the reasons that may be* advanced
why piano advertising should seek»t»-appeal to
Your Wife Should Have a
Piano
The hours of enjoyment you
will derive from a good piano in
the home will repay you a thou-
sand fold for the investment.
The perfect tone of a "Francis
Bacon"delightfully hrings out the
charm of old time melodies, the
thrill of the stirring march and
the rhythm of the latest dance.
"Francis Bacon" pianos are
made by one of the oldest and .
best known concerns in America.
They are beautiful and distinc-
tive.
What a Man Owes His Wife
this article is a rather unique piece of work. It
starts in by referring to a young girl and then
to a full-grown woman, but it winds up with a
man. It will be noticed that the last illustra-
tion in this advertisement neatly suggests that
the player-piano is a man's instrument. It is
mighty clever suggestion.
The advertisement of the Knabe-Ampico, en-
titled "In the Gloaming," emphasizes more di-
rectly the idea that the reproducing piano is es-
sentially a man's instrument. The "copy" con-
sists of an artistic description of the important
part a reproducing piano can play in the life
of a man. If descriptions of this sort are
brought frequently to the attention of any one
"In the Gloaming
• story familiar to all ol
j&—the story of the typical
'ew Yorker Alen, sggres-
hitherto so vainly sought.
Great pisnisn will play lor them the
[ problems- a
they are played on the concert stage
They will hear the lighter compositions
ol the day played with deliehtful feeling
-later tome o l the daughter's "young
friends will cone in lot an informal dance
to the playing ol lamout masters of the
up with the stress.of the day's business,
he comes home it night with evety taut
nerve crying lor reft and diversion and,
like thousand* of others, nichl alter night
he gees the futile I
•ch ol I
r rinds.
In this wonderful Ampico, which re-
produces the playing of great concert
pianists, of gifted minor ardsti and masters
of moitern dance music and the popular
wngs of the day, they have found a new
world u[ plcasurr~M/ uttiifft*/ nmrUt/
T,.,,h hr li sitting by h'11 own fireside,
listening to ihe c^c,aifitety played strains
ol an old and ever lovely melody, "In r».
u f i K u q . " With him are Bis wile and
daughter. They have all lound the per-
This pleasure you may have in your own hoi
The A
producing Piano
preserves forever the playing of the world of piani
h for rouch, each
minute cadence will come to you with the glowing magne ism of the lifted artist. Bui
Rembrandt, Velasquez, and Titian Through the Ampico
ol the world', matter musician), played hy mater pianists
ol the modern home and home life
THE JA1P1C0 W THE KKABE
l f r,,hi.Sl.:0O.^
SIJOO
Un«
THE AMPICO IN THE HAINES
BUOH. S9SO
IN THE fkAKKUN
SSCO
IHE A Unco
Gr—it. SI, 950
T,r
Daily Dtmmitratimi in The Ampicn StuJie
fflmahe /Utererooms
nfthUvenur at ThiiUjiilnth 0t
•W'A'.V COU'HBLH
I>AX.
Relief From Business Cares
which should provide sufficient introduction to
go on and prove that through the modern player-
piano the middle-aged man who has never
studied music can still play the piano in an ar-
(C on tinned on page 10)
8
THE MUSIC TRADE
REVIEW
M A Y 4, 1918
Piano Advertising That Appeals Especially to Men
Retail Piano Dealers Can Obtain Excellent Results Through the Use of Ads
Which Make a Direct Appeal to the Member of the Family Who Pays the Bills
It is estimated that fully 75 per cent, of the
retail piano advertising that contains a sex ap-
peal is directed at "the female of the species."
Many good reasons are responsible for this
women, it really seems good policy to conduct man, it seems reasonable to suppose he will
a drive now and then on the men. As a general soon become convinced that he should have one.
thing it is quite true that "father pays the bills,"
The same idea is brought forth in the Angelus
and this being so, it ought to prove economical
salesmanship to aim
directly at the family
purse instead of beat-
Ihe day , work
ing around the bush
A FTER
u done there » nothing
so
entertaining
and relieihing
through s e c o n d or
as music. Especially when it
third
parties.
u music of your own making
onoa in
—the kind ol music you like
There are many ex-
best, played by you the way
There is no feeling except the extremes of fear and grief cellent ways to appeal
you like il.
that does not find its expression and relief in music. And
there is no Player-Piano that provides a better means for directly to the man.
I this expression of feelings, this matter of moods, than the Jesse One of the best of
We ANGELUS
1 French Piano-Player. Responsive to the slightest variation of touch
I the Jesse French Player-Piano is in closest sympathy with the player. these is to call force-
PLAYER-PIANO Will Give You This Power
I There is almost a feeling of affinity between them, so readily, so fully to his mind the
:ause you know nothing of muiKiJ technique, or lack finger skill, u no reason why
I accurately and so delicately does it synchronize with the moods.
i should longer deny yourself this inexpressible pleasure. The Angelu* lupplirs all
t, and provides you with simple devices by which you can give your own expression
That is the marked characteristic of the Jesse French Player—its fact that he owes it to
n though you do not know one note from snot her Whatever your opinion of playei-pianos
sympathetic responsiveness and obedience to the will of the his wife to get her a
y be we want you to hear the Angelus. It will be a revelation to you
player. And this result is attained by the Jesse French methods-
With the ANGELUS You can Give a Musical
quality materials, and perfect architectural and mechanical con- piano.
The headline
struction. Thousands of homes have given the Jesse French Player-
Rendition Like That of an Accomplished Pianist
Piano a cozy corner. It banishes the grouch, displaces the glooms and grumps, substituting happines3 of the Bacon adver-
e reason is thai the Angelus has exclusive patented device* that produce r
ipossible. The Phrasing Lever and, the, Melodant are without equal
and good humor. Why not a Jesse French Player-Piano in Your home? May we tell you all about it? tisement
reproduced
expression control, while the Diaphragm Pneumatics
Come into our store today.
e Ihe same delicacy and certainly of touch as the
herewith shows how
it is possible to vig-
The Player as a Means of Expressing Moods
W, iruvire You to Hoar tk, Anftiu-To May ft
Yovmtt. Y-xiwiUbm under no cMlfaljon to tmy
practice. In the first place, women as a class orously remind a man of his obligation to his
have been better favored with time and oppor- wife as far as a piano is concerned. The same
tunity for learning to play the piano. . This kind of appeal can be used to bring out what a
POST CARD
means that women constitute the major portion father owes to his children. This form has been
of "home pianists." In the second place, women used quite extensively, but in most cases has
exercise a more or less hereditary right to con- been directed to "mother love" rather than to
trol the furnishing of the family home, and it the fondness and interest in their welfare which
is a conceded fact that a considerable number a father feels for his descendants.
The Emerson advertisement accompanying
of pianos are bought because they make attrac-
An Avenue of Entertainment
tive pieces of furniture for my lady's drawing
advertisement, but in this case the idea presented
room or parlor. In the third place, the artists
in the "copy" is supported by a highly perti-
who draw the illustrations for piano advertise-
nent illustration. The dual picture of the busi-
ments have judged a greater artistic connection
ness man in his office and then in his own home
enjoying a player is certainly a powerful appeal
to those who read as they run. There is no
possibility of misunderstanding the thought the
advertiser wishes to convey.
The Jesse French advertisement is a straight
challenge to the man—notice he is a middle-aged
"1 learned to play on my
man—to let himself out in musical expression.
Grandmother's Kmerson
The headline and the illustration with its in-
Square. Then my mother
spiring vision complete an "attention getter"
gave me an E m e r s o n
Picture Yourself
1
An Emerson Family
Grand which I still have.
And now my husband has
the latest Emerson Player.
We feel that we c o u l d
hardly keep house without an Emerson."
This is o n l y o n e of
t h o u s a n d s of rases in
w h i c h t h e I', m c r s o n
figures as
"A Family
Tradition"
To acquire loyalty of this sort requires m e r i t .
To keep it from genera-
tion to generation means
that the Emerson Piano
has maintained its high
standards and has kept
abreast with the times.
Send for Catalog
Dealers in Principal Cities and Towns
EMERSON PIANO CO.
Established 1S49
BOSTON. MASS.
The Player as a Man's Instrument
to exist between the form or face of a woman
and the grace of a grand piano than between
the contour of a piano and that of man,.
But with all the reasons that may be* advanced
why piano advertising should seek»t»-appeal to
Your Wife Should Have a
Piano
The hours of enjoyment you
will derive from a good piano in
the home will repay you a thou-
sand fold for the investment.
The perfect tone of a "Francis
Bacon"delightfully hrings out the
charm of old time melodies, the
thrill of the stirring march and
the rhythm of the latest dance.
"Francis Bacon" pianos are
made by one of the oldest and .
best known concerns in America.
They are beautiful and distinc-
tive.
What a Man Owes His Wife
this article is a rather unique piece of work. It
starts in by referring to a young girl and then
to a full-grown woman, but it winds up with a
man. It will be noticed that the last illustra-
tion in this advertisement neatly suggests that
the player-piano is a man's instrument. It is
mighty clever suggestion.
The advertisement of the Knabe-Ampico, en-
titled "In the Gloaming," emphasizes more di-
rectly the idea that the reproducing piano is es-
sentially a man's instrument. The "copy" con-
sists of an artistic description of the important
part a reproducing piano can play in the life
of a man. If descriptions of this sort are
brought frequently to the attention of any one
"In the Gloaming
• story familiar to all ol
j&—the story of the typical
'ew Yorker Alen, sggres-
hitherto so vainly sought.
Great pisnisn will play lor them the
[ problems- a
they are played on the concert stage
They will hear the lighter compositions
ol the day played with deliehtful feeling
-later tome o l the daughter's "young
friends will cone in lot an informal dance
to the playing ol lamout masters of the
up with the stress.of the day's business,
he comes home it night with evety taut
nerve crying lor reft and diversion and,
like thousand* of others, nichl alter night
he gees the futile I
•ch ol I
r rinds.
In this wonderful Ampico, which re-
produces the playing of great concert
pianists, of gifted minor ardsti and masters
of moitern dance music and the popular
wngs of the day, they have found a new
world u[ plcasurr~M/ uttiifft*/ nmrUt/
T,.,,h hr li sitting by h'11 own fireside,
listening to ihe c^c,aifitety played strains
ol an old and ever lovely melody, "In r».
u f i K u q . " With him are Bis wile and
daughter. They have all lound the per-
This pleasure you may have in your own hoi
The A
producing Piano
preserves forever the playing of the world of piani
h for rouch, each
minute cadence will come to you with the glowing magne ism of the lifted artist. Bui
Rembrandt, Velasquez, and Titian Through the Ampico
ol the world', matter musician), played hy mater pianists
ol the modern home and home life
THE JA1P1C0 W THE KKABE
l f r,,hi.Sl.:0O.^
SIJOO
Un«
THE AMPICO IN THE HAINES
BUOH. S9SO
IN THE fkAKKUN
SSCO
IHE A Unco
Gr—it. SI, 950
T,r
Daily Dtmmitratimi in The Ampicn StuJie
fflmahe /Utererooms
nfthUvenur at ThiiUjiilnth 0t
•W'A'.V COU'HBLH
I>AX.
Relief From Business Cares
which should provide sufficient introduction to
go on and prove that through the modern player-
piano the middle-aged man who has never
studied music can still play the piano in an ar-
(C on tinned on page 10)
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