Epiphone chose to draw attention at the July NAMM show of 1937 to it's new and larger Emperor model with this risqué poster. It worked. The advertising concept of an Emperor and a Maid resonated with the public who, for the prior 2 years, had been closely following the affair between King Edward VIII of England and commoner and divorcée: Mrs. Wallace Stevens. Ultimately, Edward abdicated.
The competition between Gibson and Epiphone was reaching it's peak. The flagship guitars for both companies were now at 18" - certainly large enough to adequately cover the young lady in the photograph.
A larger version of this ad can be downloaded as a PDF from the 'Vintage Instrument Catalogs' section of this website under: 'Research and History'. |
