Guitar Advertising

Five different music product ads were evaluated for this assessment. The first was an ad for LeBlanc clarinets that shows a sketch of musician Buddy de Franco playing the clarinet, with a quote by him that explains why he enjoys playing on a LeBlanc and a notice at the bottom of an upcoming jazz festival where he will be playing as well as judging a competition (LeBlanc Corporation). This is an effective ad because of the celebrity endorsement, and the sketch is a perfect fit with the tone and image of jazz music. De Franco's high praise for the LeBlanc, "It has the most even scale of any clarinet...bar none" and "It gives me a new freedom of playing" creates a picture for the reader of what the LeBlanc could do for him (LeBlanc Corporation). The text at the bottom providing the details of the festival de Franco will be playing and his upcoming role as judge of a competition emphasizes his high level of expertise, and therefore his credibility as an advocate of LeBlanc clarinets. In all, the ad is quite effective.

The second ad shows a guitar resting against a paneled wall, with a fifties-style living room in sight behind and to the left. The television is on, but the screen is blank, and no one is in the room. Above the picture is the somewhat cryptic text, "Though I never met him, I knew him just the same; oh he was a friend of mine" ("Martin & Co."). There is no clue from the picture or this text to whom it is referring, but underneath in small

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