Business screen magazine (1947)

1 Four liiisiii<>Ms I'i Illis Show Raii«i«' of V <-|<l ■k l-()iii ii-icnlh • |)Iik1ucciI iilni prof^ranis rcvicux'd on this pagi siTVi; to illiiMratc lllc wide langi of useful puipoMs now heiui; served bv visuals in indusiiA. Uolh motion |>iclincs and sound slid, films ucre em|)lo\(d l)\ ihc S])l)ll sors repoilcd lu-ic. J Color Slidel'ilin Visualizes Ad Cain|)ai|>n • \()l S(. S, Kl UK \\l SHOW s M \x M'I'kO \< II I () Muln ss s \| I s l<)K( I • Goodyear's "A Letter from America" Dedicated to Cause of Freedom if As |)aM 1)1 ils Mlih Aiini\tisai\ ii Ichialioii. (icMKheai rile .<; Rul)l)ii Ciompain has nleased .1 Lrtlri Itotn Aiiu'titu, a lealure lenf>lli |)ul)lic service him desiniu-d to pro mole "Amei ieanism" lalhei than (ompanv priKlucts. Cioodyear. as a eorpoialicin, linuies onlv iiuideiitally in ihe pieiuie. Wilding I'iciine I'loductions v\as the produeer. Ill aniioiiiu inf{ national release ol A I.iltcr liniii Inifiiiii. I'. W. I.iiihiield. ehairman of llie hoard lor doodyear, saitl: "We believe iiukIi (an be done by Aiiieriean iiulustrv to lurther ihe light lo preserve deiiioerali( principles of Ireedom. . . I hal was our prime purpose when we began prochiclion. . . ." I he liliii tombines the lile-sloiics ol :i luiiii l)er of Goodyear's foreign-born einplo\ees into a single slory ol a man. also 5(1 \ears old ihis year, who came lo this coiiiilry as a \oung man and happened lo oblain a job wiih ihe organi/ation. I he central eharaeters life is intertwined wilh the life of inclusir\ and ol America. The ideas a voinig iiiimigrani boy loses, the ideas he gains, ihe lliings he seis, and the person he comes lo be— all ihese are simply portrayed as the story unlolds. I he conversion uf this one man is shown to be represcinative of ihousands of our immigrani ( ili/ens who, though born and perhaps reared under a lolalilarian s\stcni of governmeni. have learned lo "see ihe liglu" ill .\nierica. General Mills .Stockholders See New Annual Report in Pictures It I'lodiiclioii on (iiiifiiil Mill\ I'mliiy, ihe Minnesola tompanv's new moiioii piciuie report to slockholders, was compleled early last monih bv RKO-I'athe and the lilm is eurrenlly being screened at a series of regional stcKJclioldcrs meetings in leii eities from coasi to coast. Accoiding lu I uiii I lope, manager ol (ieneral Mills lilm dip.nlmenl, the new picture is a result ol the (oin|)an\'s successliil e\|x'rience wiili ()j>iKiliiiii ' l(i (111 si.vrss SiRtrs. \'ol. \II-#H) an earlier repori-oiililm. Iloth picliires animate and simplilv annual linaii tial slalemenis of ihe corpoialion. and doc ii ment importani developments ol the panicular year. Ciencr.il .Mills executives lind the stockholders' interest and niideisianding ol nianagenienl problems is considerablv eiiliv eried by ihe very real sense cil panic ipalion in company allairs thev derive Iroin the lilmed n.poris. •k Ivveniv years ago. reisonal I'lochuls (Corporation's .Modess was unknown. .\ competing producl praclicdlv iiionopoli/ed the maikel. lodav .Modess. wilh maiiv iiiillions ol regular custoriieis. sells a large percentage ol all sanitary napkins in the U.S. Moreover, every woman knows whal Modess is— and so thoroughly, thai \'oung .<: Kubicam, Personal I'rodurts' adverlising agency, felt that product description and cpialiiv claims were attuallv redundant. I'o describe this poini ol view lo ils client's sales force, \oiing S: Riibicam planned a sound slidefilm as a presentation ol a new advertising caiiipaign based on an enlireh new approach lo merchandising iliis Ivpe ol i((|ui sile. Modfss hiuause. . . is a color sound sliclelilm produced for Personal Produtls (loip. (through \S.R) by Depicto lilins. Iiu. It presents, by art work, graphs, cai loons and ad reproductions, the story of why the new campaign was devised, how it will be condiicled. and the psychological laclois wlnib suppoii ils point of view. Modi'ss hi'diiisf. . . expl.iiiis ihai a woman's reaction lo a piduie or a siiualion is lieciuintly verv dillerenl Ironi a man's. .\ man will sec a thing objectively as a lact; a woman will have, insiead. an impression. For insiaiue: I. Burroughs Exhihit Fihn Sponsor: IJuiroughs .\dding Machine Cio. Film: Tin' Call iilaliti Thai Remembers W'liitt Other CnhuUilon I'ori^el. Producer: Raphael G. Woltf Studios. ' ■k The Call iiltilor Thai Hememhers W lull Olher Cdh iilalors i'tni^el is a short lilm, running only |l^ iiiiniites, bin il has more s;des punch than manv a 30 minule pilch. It was made prim.nilv lor showing at llie .N'alicjnal IJusiness Show in New ^<>rk in Oc tober, and unlike main siiili exhibiiinn lihns il won't bore its audience. II a passerby chances to calch ihe beginning ol llie lilm he will see an amusing and clever aninialion secpience illusiraling ihe three main sales pcjinls of the IJin roughs machine: I'KODiciioN SctNr (liiritifi llie filming of "The Cull iiliilm Thill liiKieinheis" III WiilH Sluilio\. a picture of a beaulilul lablc set Icji dinner; S .Man— "FcK)d", Woman— "lleauiilid"; "J. a pic \ lure of a man telling a joke; .M;iii-"H;i hal ". Woman— "How v uigarl" .So, to reach women in adverlising success hilly, more than just iacis are recjuiied, inoic than convincing copy. 'Ihe main thing net essary is a good subjective impression. What iiueresis wc^men!' Many things, bin one im|»)riant 'subject that almost never fails is fashion, and not cmly fashion, but high fashion, as personified bv the great designei> such as Hailie (Carnegie and \'alenlina. tin mosi sivlish models, and the most imaginativi pliolographeis and artists. On this premise, the current .Modess campaign lealures the ultimaie in high lashion and onlv two words of copy— ".MckIcss. because. . ." i Women are coaxed b\ this to hll in their own reasons because. In addition lo this, ilie nev\ campaign o|)ens up a most valuable plusword ol mouth adverlising from woman to woman. .She may enthusiastically speak of ilu beautiful new Modess advertisement, but verv rarely and reiicenlly would she spe;ik of the line cpiality features of her sanitary napkin. rile Modess campaign, as |)iesented in the ^ slidehlm, iscinientlv reaching women through 192 millicjii impressions in m;iga/iiRs louiling yi million circuhition. — RS Packs Potent Sales Punch that it's faster, surer, and remembers whal other calculators forget. The cartoon characters used arc a speedv r;il)bii, a nimble mountain goat and an elephanl. I hese are the same pictuie svmbols used in the comp;niv's printed advertising, thus assining a close tie-in wilh othei promi>lioii;il m;ileri:il. .\ smooth iiansiiion iniroduces ihe calculalor iisell, and a pulchriiudinoiis operaior lo denionslrale il. Ihcn. verv briellv but ihorotighlv. ihe lilm shows the operation ol the machine's "meiiiorv dial", which constantly retains the niasler total ol all subtotals during ;i complicated billing calculation. It is an interesting and clear demonsiralion even to one who knows nolhing aboul olhce ni;ichines. To a buyer of ofliie e(|uipmcni il ni;ikes ihe machine's special ;iclvaiil.iges obvious ;ii a glance, I he onlv clisir:ic lion in the liiin is ;i pleasant one. This reporter lemporarilv lost ihe ihieaci ol llie narralion when ihe operator slopped .1 inomenl and lurned .i d:i//llng smile ol (please. Ml. I'.diloi, may I sav "seduclicm" here— it's the onlv word that Ills) on the audience. However, this iy|K' of appeal is not generally considered ungcHid. It sells pioclucis. •>:n ihe :idvertising wise men. \iul I believe ihem. I sinppid in .ii ilu dime sioie on inv wav b;ick and liiecl lo buv |usl ,1 little llinrouglis in;ichiiie. II ils gcHul I iioiigh lor her. I ihoughi. it's jtisi the ticket lor me. .\nel I ihink iliat's the way most ol ihis lilm's audience will react. — E.K. 26 BUSINESS SCREEN MAGAZINE