Moving Picture Age (Jan-Dec 1920)

36 MOVING PICTURE AGE February, 1920 The Whole Class Understands Illustrated Text Moving pictures imprint clean, comprehensive lessons on the receptive brain-cells in such a manner that every student understands. Geography, history, physiology, chemistry* industrial processes and other subjects are portrayed by living pictures that are rephotographed by the brain. The written text is entirely eliminated or reinforced so strongly that the whole class moves forward as one! The Graphoscope Jr. is a moving picture machine designed on scientific principles for use in churches and schools. It weighs only loo lbs., is portable and can be set up and taken away in a few minutes. It uses standard film, is equipped with a powerful incandescent lamp, and projects pictures of unsurpassed steadiness and brilliancy. It is free from complicated parts, making it very easy to operate. Write for 'GRAPHOSCOPE JUNIORCATALOGUE L" giving full details. The Graphoscope Company 50 East 42nd Street, New York Ready for release — "Modern Education of the Blind" A feature in one reel. The Blind at work, play and school — See them weaving cloth tuning pianos, sewing by machine, cooking, doing gymnastic stunts threading a needle with their tongue and numerous other wonderful scenes. "A Remarkable Picture." — Endorsed by Mr. Edward M. Van Cleve, principal of the N.Y. Institute for the Education of the Blind and many others. M. H. Whitelaw, E FOR TERMS AND CIRCULAR ADDRESS 145 West 45th Street, Suite 702 (Bryant 2087) New York, N.Y. 6« SATISFIED 99 — is the way every SLIDE user feels when he has done business with the "House of Quality." Above all, we are prompt. We make for you the kind of slides you want when you want them. Let us prove what we say on your next SLIDE order. Address today, NORTH AMERICAN SLIDE COMPANY Established 1907 122 North 13th St., Philadelphia, Pa. 15 cents will bring our general catalog of LECTURE SLIDES. POOR SLIDES Cost more than good ones in the end. Let us make your slides for you, we can bring out all the definition of the original, and where necessary do artistic coloring, and the cost will be surprisingly reasonable. Send for our Price List. COMING: Some special FEATURE Educational Sets to be released about February 1st and weekly thereafter. Send for particulars, Rent and Sale. Sales Agents for Mcintosh Stereopticons ASK ABOUT FLEXO TYPEWRITER SLIDES RILEY OPTICAL INSTRUMENT COMPANY,'"^ (Successors to Riley Bros. — Est. 1883) 111 Fifth Avenue, Dept. "W," NEW YORK, N. Y. Advertising Woman Discusses Advertising Films To bear out our statement that there are many openings in the advertising field, outside of the overcrowded copywriting division, for women, Miss Jane Martin, who presided at the regular meeting of the Triad League, an advertising club of men and women doing extension work at New York University, brought with her eight or ten women, each an authority in a different branch of advertising, asking them in turn to describe the possibilities in her own line of work. Among the speakers of the evening, all of them members of the New York League of Advertising Women, of which Miss Martin is president, wass Miss Camilla Donworth, president of Films of Business. Miss Donworth spoke on the growing value of the moving picture as an advertising medium, building her theory on the fact that pictures of any sort are a language, the commonest language in existence, and the only universally understood medium of expression. In comparing a "reel ad" to a printed one, she said, "In doing an industrial motion picture, when one or a sequence of messages is to be gotten across, be careful of what you take and what you leave out. You want plenty of 'white space' in your ad — and make your title short. Your picture, if it is going to deliver the message that Mr. Manufacturer should want it to give, must be very carefully edited. There are comparatively few carefully edited, well executed films. Properly built, it is built under the eye and direction of the man to whom that business is vital. "I usually tell my story for children from five to fifteen years of age, for I feel that, if I can interest them, I can hold any adult audience. To gain the real human-interest element and to get it into the picture, it is necessary to get into the business itself, live it, study — this method being the only actual way to learn the subject well enough to talk about understandingly." When working on a picture for an ink cartoon. Miss Donworth laughingly told the Triad members, she was literally covered with ink. In a bread-baking establishment, she had a hand in every step of the process, although, the speaker remarked, the bread the house turned out, was really never touched by human hand. Titling, when done for foreign countries, was done by foreigners, only after they had seen the picture, never being translated from the English. Closing, the speaker declared her belief that five years could be lopped off in any one's education from kindergarten through university, by a discriminate use of motion pictures in conjunction with text books.