Guitar catalogues often show instruments that are subtly different from the model they are advertising. The guitar pictured is not a typical 1970 instrument, more likely a 1967: firstly the control knobs are metal-insert bell knobs, whereas the ES-175 had witch-hats by around 1967/68. Secondly the crown inlay on the headstock was positioned further down in 1967. Lastly, by 1970 the tailpiece had been changed back from this zig-zag design to the heavy duty original design (that was in use between 1949 and 1956). Have a closer look at a 1967 ES175 and a 1970 ES175.
Zone 1 US prices for the ES-175 were as follows: single pickup ES-175 $435; two pickup ES-175D $525; ES 175DN $565.