Business screen magazine (1938)

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the keynote, the theme of all business exhibits whether at the annual sales convention or in your own store windows. Such an attribute need, by no means remain the sole property of a World's Fair exhibitor alone. Smart merchandisers have learned that in glamor and romance and the unequalled interest of visual instruction there is real, solid "cash-register" appeal — whether the item be gasoline for the family automobile or a household appliance. Products, services are not limited to prosaic film treatment. The celluloid medium can dramatize so unimportant an item as a five-cent drink or sanitary cleaning rags for in dustrial use . . . invest in regal raiments the most insignificant items and then display these items in a modern exhibit of real interest. The World Fairs have taught us that "The Show's the Thing!" These meccas of excited, fascinated people offer merchandisers real lessons . . . convince us that those methods which picturize, educate interestingly and which add the spices of drama and narrative . . . are the ultimate in sales-appeal. So take a tip from the fairs . . . and consider your salesroom . . . your office ... or your salesman as a potential World's Fair when you put films to work. HOW TO USE FILMS IN EXHIBITS