06 December 2010

Demography

"Some things are timeless...
(photo: Babicka Vodka [I know,Martinis are made with gin])
...the sleek taste of a dry Martini...
(photo: Cafe Zupas)
...the smell of a freshly baked loaf of bread...

(1748 portrait by Hausmann)
...the chipper sounds of a keyboard sonata by Bach...

(photo: J.Press)
...and the sophisticated look of a Harris tweed sports jacket from J. Press"

So begins the radio ad that J.Press has currently been running.

Every morning, I listen to WHRB, the Harvard radio station. They play jazz until 1:00 p.m. The good stuff, the real stuff. Not just a bunch of Miles Davis and Thelonious Monk ( not that there's anything wrong with that) but some real obscure burners only a jazz nerd would love. Keeps me happy without having to mess with the record player when I've got stuff to do. Around 11:00 a.m., the J.Press ad comes on. A soft spoken man goes on to explain that clothing from Press is American made, gives a laundry list of things like Shetland wool sweaters and 'butter soft" cashmere overcoats that are available at this place which "for over 100 years has epitomized the Ivy League look." He reminds us that the goods are durable and classic, and closes by saying that "a wardrobe from J.Press speaks volumes about who you are, quietly and with confidence."

Recently, Mrs. G. remarked on the fact that everything these days is sold with a wacky ad, or a naked girl, or some kind of bad dirty joke. She reminded me of a time when ads like this came on, when we were kids, with a guy softly proclaiming the quality of the goods offered, often using sturdiness and longevity as selling points.

It's been a long time since I felt so much like part of a target demographic, and was actually glad of it.

Now, if only I could afford to shop there.

10 comments:

james at 10engines said...

was in there this AM. just fantastic... geeking out.

yankeewhiskypapa said...

I bought a few jackets from them years ago, and while they were nice, they were not as nice as the price suggested. Like the ludicrous "Purple Label" pricing, only once these items hit the thrifts or the desperation retail discount sales do they become worth it. As for true Ivy League style, anyone can walk around the Yard, attend a grad-school party, or even a gallery opening to see that sadly, Ivy League is rarely found within he Ivy League... but don't tell that to those who are still marketing it. The truth is, most of the "Old Families" now have children who can't even get into those schools (even as legacy), and those within the halls just dress like schlubs. It's sad, but true. Country Clubs are now offering "casual dining", Yacht Clubs now allow bathing suits within, and and the Old Houses on the coast and the interior are seeing formality die when the last WWII grandparent does. The truth is, only those who dress by choice, who choose to be on time, who decide to slow down and honor those around them will preserve the formality, and luckily dispense with the repressive baggage that accompanied it in its original. Keep up the good work!

L.A. Trad said...

Any possibility of your recording the J. Press ad and allowing us to listen to it?

Young Fogey said...

Excellent post. Couldn't agree with you more.

One of the reasons why I stopped watching TV is the ads. One of the reasons I dislike radio--even the local classical station--is the ads.

The J. Press ad sounds great. Perhaps it stands out precisely because it isn't full of jumpy "music," sound effects, and an announcer hopped up on speed.

Class--it's not just for the elite anymore!

tweedydon said...

I too would like to hear that ad., if possible.

By the way, I've been a great fan of you 'blog for some time--it's wonderful!

Kevin said...

@L.A. Trad

You can listen in and stream WHRB online from http://whrb.org/

The Jazz dept. always has great shows.

Zach said...

People actually like this ad? The copy sounds laughable! "The smell of freshly baked bread!?" Is that supposed to entice me to want a J.Press jacket? Hmm, I DO like bread-smell. It's timeless. What else is timeless? A J.Press Jacket!

What I find especially odd is that they use taste and smell as sensory references when they are almost impossible to impart via the radio. They're clearly going for some kind of nostalgic reminiscence, but if they are playing the ad on a station that plays jazz, why not incorporate jazz into the ad?

PS not slagging off the products; I average about 1 J.Press purchase a month.

Giuseppe said...

Wait till you here it. It's hilarious, and quaint, which is what's so great about it. Honestly, the very idea of J.Press running ads on Harvard radio is quaint enough. Anyway, it makes me smile when I hear it, unlike most advertising which sends me into a minor fit of rage.

Gregorius Mercator said...

I'm afraid I'm not old enough to remember specifically that type of ad, but it resonates with me just the same... and I, too, wish I had the wallet for that kind of product.

For now, I'll just have to content myself with what I can find in the outlets and if you find some more gems in my price range. I'm looking forward to the arrival of that tan tweed jacket. Now if I could just find a decent pair of 32/33x34 grey, flannel trousers.

Traditionally Styled said...

Amen, brother. I'd like to hear a J. Press commercial, but I live in Cleveland and only get the standard "99% of at this weekend only at Joseph A", well I think you understand. Have a swell week.