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large and improve the conditions of labour. A knowledge of what is being done and produced, of what the hand of man and the strength of his intellect are able to create and to hand down to mankind and civilization. Here indeed, is a formidable task of popular education !
Advertisement no longer wears the same countenance as in the past. It, too, has had to rise to the new exigencies of life, and the new requirements of the public. It is called upon to interest, to amuse, to elevate, and to illustrate intelligently. Only through the medium of a constant process of persuasion, founded on a knowledge of facts, can a new machine or a new system now hope to attract and hold general interest.
What position can the Cinema claim in this complex system of knowledge and propaganda ? The very highest ! The cinema alone achieves what other means fail to accomplish. It alone can give us real life and movement in their realistic form, their suggestive and persuasive form, in a form such as to justify the use of the word « knowledge ». Real propaganda and the highest form of publicity are attainable only through its medium and the knowledge of actual things.
The public has little use nowadays for stationary images. Attempts have been made to animate these by inserting expressions of artificial life: light, especially colour, luminons sky signs. But all efforts have come up against the same obstacle : lack of public interest. These means of advertisement are insufficient to satisfy the universal thirst for knowledge. The cinema meets this need by combining a general work of education with this big task of persuasion. For it is indeed an educational mission to acquaint the masses, in the live manner of the cinema, with all that the hand and the mind of man, wealth and scientific management can produce !
Competition in the modern world is no longer the empirical business it was in the past. At the present day, only those who can give proof of sound organization and first-rate production can hope to win and to hold their own on the world markets.
A wide application of the cinema to advertisement can achieve vast and valuable results. It can lead indirectly to a more and more perfect form of cooperation between different countries ; it can make the public acquainted with the industrial movement, and the machinery and working of big enterprises, demonstrate the conquests of human labour and the advances rendered possible by scientific management. And all this spells knowledge and education !
The Director of the Institute proceeded to describe the several ways in which the cinema could serve the purposes of advertisement ; the technical methods, such as animated drawings, and those super-modern expressions of the cinema : colour films, word and sound films, all of which give the widest scope to imagination, cleverness, taste, and the artistic
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