There is actually an error in this advertisement - the first guitar on the left is labelled as the Epiphone Sheraton, though the Riviera is actually pictured the lack of 'tree-of-life' headstock ornamentation being the most obvious giveaway. The Beatles would go on to be even more associated with the Casino, with John, Paul and George all owning one - however they were not given them for some months after this advertisement was produced.
At the time the Rolling Stones were particularly popular (but not popular enough to spell Keith's surname correctly!) - he had actually been playing a Casino for several months. Stones' guitarist Keith Richards is described as 'one who has taken Epiphone with him to the very top'. The guitars featured represent some of the hollow and semi-hollow guitars in the Epiphone line (most notably the Casino and Rivoli) that were especially popular in the middle 1960s. British advertisement for Epiphone guitars - placed in UK publication Beat Instrumental by distributor Rosetti in November 1964.
