WHO WANTS A MERE PRETTY GUITAR
WHEN YOU CAN HAVE
The REAL DEAL
Zwinkis Guitars look and sound like you've put 50,000 hours of practice into them. To sound like the master, you have to have a guitar worthy of one the master might have played. Based on the original Selmer used by Django Reinhardt, these are the closest thing you can get to a $50,000 virtuoso instrument without paying the price. What you do get is the real deal, the perfect tone and the dry barking sound of a 1930s original. Tinted to look old, with a few dings and scratches built in, taken from photos of Django's own instrument, these guitars look like they've had many gypsy lives. And your playing will come to life when you hold it in your hands. You can't get closer to sounding like pre-war Django than with one of these.
Every guitar player who plays Gypsy Jazz wants to sound like Django Reinhardt, the greatest guitarist who ever lived. This advertisement plays on that desire. Authenticity, in look and sound, is what the serious guitarist is after, and the language here reflects that. Desire is the key motivating factor here, and the text uses key words that resonate with the people who love Django's music--"Selmer," "gypsy lives," "virtuoso," "1930s," and "master." Combined with the images of Django, and the guitars themselves, this advertisement creates a lust for the real thing, that only a top level luthier with years of experience can recreate.