We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
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A "business film" is, in essence, a sales tool. Its function is to tell a sales story to the potential consumer audience. Its sales appeal may be direct or indirect; it may be timed to tell its story in two minutes or two hours; it may have cost $100 to make or $100,000; it may be shown on a salesman's projector across a prospect's desk, or it may have gala presentations in the finest motion picture theaters rented for the occasion. Essentially its purpose is to sell the product offered by the film sponsor.
The universal popularity of the motion picture needs no proof. The fact that 80 per cent of the American public's amusement dollar goes for motion picture entertainment may be taken as conclusive evidence. The fact that thousands of progressive school teachers look upon the motion picture as a dynamic educator, and regard it as the most forceful interest-compeller in their entire arsenal of teaching tools, is corroborative.
For the business man, and particularly for the advertising and
sales promotion executive, the motion picture quickly demonstrated itself as a unique, powerful medium to catch attention, hold interest, carry conviction, and impel favorable action toward the product or services presented by means of the film.
Advertising men are a canny lot. It is their business to know human tliought-])rocesses and how to influence them. They were among the first to recognize how "eye-minded" is the human race. From the earliest wood-cut illustrated advertisements, calling for the apprehension of runaway slaves, to the luscious, highly-colored, double-page spreads offering automobiles, refrigerators, bananas, or shoe-laces, the advertising man has been far ahead of the Chinese sage who is supposed to have uttered the well known bromide that "one picture is worth more than 10.000 words."
No advertising man would be crazy enough to use 10.000 words, because nobodv would read that many. The smart advertising man uses as many pictures and as few words as possible. The smartest
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