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It looks a lot like a Chinese instrument called a "Suona." The difference, obviously, is that the pictures of all the Suonas I've seen have a double-reed mouthpiece.
It's also possible it's one of the "reed instruments - pipe"-class things that were mainly patented in the 1920s by a variety of US manufactures, most notably Conn and Buescher. I remember seeing an awful lot of patent drawings that are similar to what's in the ad.