Business screen magazine (1938)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




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.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

-•■'■"j:.,^-'' CIHECOLOR! Today Cinecolor throws the master i^witch in its new $250,000 Burbank : plant. ..as motors hum, vats swish and pulleys begin their ceaseless chores . . . a vital new milestone is passed. Now equipped to add a million feet each week to the 40,000,000 feet of its film being shown throughout the world . . . Cinecolor is destined to push on to greater heights in color accuracy, flexibility, speed and economy. J J ■ 1 4 .J 3 3 3 S -' 3 • i n ,,■' S .1 3 1 J S 8 > ^ The chosen address of the most discriminating . . . home of the famous Zebra Room Under the same management as the internationally famous Drake and Blackstone Hotels. Chicago A. S. Kirkebx The Toion nouse WILSHIRE BOULEVARD LOS ANGELES O U L E V A R D THE HORMONE WOMAN A unique exhibit for the San Francisco Fair is explained by Dr. Frank Netter ♦ In preparing their exhibit for the Golden Gate International Exposition, the manufacturers of a sex hormone preparation used in medicine asked me to work on a certain problem. They wanted to show the dramatic action of sex hormones, the changes that these hormones produce in the internal structure of women during the menstrual cycle, and when pregnancy occurs. They came to me with their problem because they had heard that I was a physician experienced in interpreting medical facts and stories to the public, through models and illustrations. After considering various ways I conceived the idea of constructing a transparent figure of a woman, and then demonstrating the action of the glands within this figure. But the problem was complicated by the nature of the subject. It was not only necessary to illuminate the various glands at certain intervals in the story, but it was necessary for the various organs to actually change shape and size. For example, we wanted to show the growth of a baby within the womb, step by step; thus, it was impossible to actually construct these organs within the figure and illuminate them, for glass and such substances cannot be made to expand to contract. The next logical approach was to use the principles of projection. A PL.'iSTIC ■THEATRE" A figure of a woman was constructed of a transparent plastic of the acrylic resin group, namely, plexiglas. Considerable thought was applied to the pose of the figure, for the lady should be expressive of sex but not of vulgar sex. She must express womanhood. How well we succeeded the readers may judge from the photograph. I sketched many different poses before deciding on the one which most satisfactorily filled the bill, and from my drawings and paintings the transparent woman was constructed. The front half of the figure alone was made. An opening was cut in a ply-wood panel to exactly fit the silhouette of the figure and the transparent lady was mounted in it. Behind this figure, and flush with the rear opening, a rear-projection silk screen was placed. I found that this screen gave better diffusion and better light transmission than did molded screens. It was my desire to create the impression of reality. In other words. I wanted to make the audience feel that they were seeing, not projected pictures of organs, but that they were actually viewing these organs in three-dimension reality within the figure. How then to achieve this illusion? It occurred to me that if the figure were tinted so as to impair its transparency just sufliciently so that light impinging on it from the front would be reflected, but light coming in from behind would pass on through, it might be possible to create this effect. That is, the figure viewed from the front, without any illumination from within, would appear opaque, as though she were constructed of alabaster or some such material. In this way the audience would not be conscious of the fact that there was a screen within the figure; only the pictures themselves as they were cast upon the screen would be illuminated and thus they would be the only things visible. If these pictures were properly rendered to give three-dimensional effect, by the use of light and shade, perspective, etc., the eye would be deceived into believing that the organ was actually there. The effect in one sense would be like that of theatrical gauze. The problem of tinting the figure then became one of major importance in the entire project. After considerable experimentation, I chose an alcoholic soluble dye and sprayed it on to just the right density to achieve the proper degree of translucency. The vari Hcre is the completed figure designed and built by Dr. Netter. 34