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Johnson, Mike (ed.) / Leblanc Bell : A newsletter for music retailers, educators, employees and friends of G. Leblanc Corporation
(May 6, 1996)

Ad venture,   pp. 25-31


Page 28

continued from page 27
ing Gardens of Babylon and the Colos-
sus of Rhodes, an enormous statue of
the sun god Helios (see page 2 7, top).
The backgrounds were paintings by
Mario Lorrinaga from the Cinerama
adventure movie by Lowell Thomas,
Seven Wonders of the World.
Highlighting the early 1960s is a se-
ries of six ads developed to persuade
the consumer that the enjoyment of
playing a musical instrument does not
need to stop at the end of high school.
The ads maintain that playing a band
instrument is for everyone, regardless
There's a Hit of
Haydn
in Every Hlousewife
First chair clarinetist    tho high skho o band- Four years
aqe Today, a happily married homerase who put away her
band uniform when she graduated, but never last her ove csf
Music    never put away her LeblAnc carnet. You'd be "r
prised how a -music brial" helps brighten hr  day breaks up
the daily hausewori routine. For her and m lions lie her,
Music is not a carerr but it does play an iportant part in her
everyday life We are proud that Lbianc musical ins-cments
help contribute so rruch lasting oeauty a enjoyment to those
who appreciate and create Music  whether it be an the cn
cet stage, in school bands and recording studios o in the
own homes.
Would Donna Reed have left that pile of
dirty dishes in the sink before taking her
"music break'? We don't think so.
F1    THE LEBLANC BELL SPRING/SUMMER 1996
of profession, age or stage
of life. We might call
these six ads the "bit of"
series. Headlines include:
There's a Bit of Chopin
in Every Cowboy. There's
a Lot of Music in Every
Doctor. There's a Bit of
Brahms in Every Barber.
One of the ads in the se-
ries (this page, left) reads,
There's a Bit of Haydn in
Every Housewife.
First chair clarinetist
in the high school band-
four years ago. Today, a
happily married home-
maker who put away her
band uniform when she
graduated, but never lost
her love of Music . . .
never put away her Le-       Bs,
blanc clarinet. You'd be       ,I_
surprised how a "music
break" helps brighten her     -e:
day; breaks up the daily
housework routine. For
her and millions like her,
Music is not a career, but
it does play an important
part in her everyday life. We are proud
that Leblanc musical instruments help
contribute so much lasting beauty and
enjoyment to those who appreciate and
create Music ... whether it be on the
concert stage, in school bands and re-
cording studios . . . or in their own
homes.
In an ad that truly reflects the anxi-
eties of the decade in which it was
produced, Leblanc addresses the issue
of band recruitment head-on. Placed
in the trade press in 1962, the ad (this
page, top) offers a booklet, "How Mu-
sic Can Bring You Closer to Your
Child," which was the result of a study
Leblanc conducted as part of its
"Golden Triangle Plan," assessing par-
ents' attitudes toward music education.
The study discovered some funda-
mental reasons why parents may not
encourage their child's music educa-
tion. Parents' feelings-that their child
has no talent, or is not patient enough
for lessons, or won't stay committed-
are usually not based on actual experi-
ence, but on supposition.
Leblanc's booklet meets parental
uncertainties regarding school music
programs directly and honestly, offer-
ing successful solutions. A revised ver-
sion of the booklet is still available. If
you would like one, simply request
it in writing from our advertising de-
1dy  pN-d bl L b ar as N z It  g.  t6e ] , 6t[ polf,  h  t    *l~-
Jl f.4w. Pane -s w~tra ~~ . W h v   M to U   d  J msc  f
ghodmus¢ Dora -wh  n  Y. CMl   t, Y-u Chdd"-   , -h2 1-bekht that
Above: A 1962 trade-press ad claims that
Mom has been "browbeaten" by her own
unconscious attitudes.
partment, G. Leblanc Corporation,
P.O. Box 1415, Kenosha, Wisconsin,
53141-1415.
A trick seemingly used by art direc-
tors at least once in their careers is to
spoof a famous painting to promote a
product. Two such paintings have lent
themselves to manipulation more than
any other. One is Grant Wood's farm
Beginning in 1987, Leblanc
experienced something of a
creative renaissance that
introduced a wealth of
visually exciting advertising.
couple in "American Gothic," which
has been stylized, modernized or modi-
fied numerous ways.
The other is Leonardo Da Vinci's
"Mona Lisa," which Leblanc used in
1974 as inspiration for an L-70 clarinet
continued on page 30


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