Reel and Slide (Mar-Dec 1918)

34 REEL and SLIDE Ad Standards Govern Slide Makers FOR years, the stereopticon has been regarded as an important advertising medium, as well as a source of entertainment and a valuable aid to education. In this time there has been considerable development in the line of commercial slides, not merely as to their pictorial quality, but as to their conformity to the acknowledged rules of good advertising. Many of the leading national advertisers of the United States whose standards are of the highest have closely co-ordinated their magazine and newspaper copy with the peculiar advantages that the screen offers. Many experts of long experience in the preparation of advertising copy for the printed page have turned their attention to this auxiliary, carefully studying the possibilities of the screen, and likewise considering its limitations. Rapid strides have been made in the use of the stereopticon in "dealer help" campaigns and in the sale of bulky merchandise of which samples cannot be easily transported. The chief underlying principle of slide advertising lies in the fact that many people get the message it conveys who seldom or never read a newspaper or magazine. For this reason it is the quickest and most effective medium for certain classes of merchandise, and it offers an artistic range impossible with the moving picture, bringing out natural colors and driving the message succinctly home. Many important industrial organizations By Louis T. Braun. like the International Harvester Company have adopted the steropticon to promote "safety first" and efficient workmanship among their thousands of employes. Land companies find the slide a first-class messenger to exploit their farm and fruit lands in the Far West, sending their representatives about the country to give exhibitions before chosen audiences — the people they want to reach. The appeal of the screen in advertising is stronger in many respects than is the appeal of the published word or the signboard. Perfection of several makes of stereopticons have added greatly to the power of the slide as a message bearer. They are found in show windows, attracting great crowds, all lured by a "free show"; they are found in rural communities bearing the message of nationally distributed products to the farms and villages. With men who have made a study of the science of advertising, preparing the copy and art work for the commercial stereopticon screen, there has been a tendency to recognize this form of appeal more widely each year. It has grown into an important branch of the advertising business. And with the ever increasing use of the screen in advertising, we may look for a higher quality of product than is the rule today. Levey Plans Industrials For Screen Magazine MAY IRWIN, the actress, is shown making "war bread," surrounded by a group of important government food administration officials, in a new issue of the Universal Screen Magazine. It is the purpose of Harry Levey, head of the Industrial Department of the Universal Film Mfg. Co., to follow up the war bread lesson with an exposition of America's most important industries. The United States government officials are deeply interested in the project and have promised their aid in its further encouragement. The following subjects are among those which have already been publicly screened in the maagzine. The ship building industry and the construction of Uncle Sam's new merchant marine ; the rubber industry, showing the harvest and boiling and refining process ; activities in the realm of automobile manufacture; manufacture of silk veiling as an industrial fine art, and the corset industry. Says Mr. Levey: "These and innumerable other subjects demonstrating the development of the more vital industries of the United States form the weekly review of the Screen Magazine, and as mediums of industrial educational value are efficient in the highest sense." — they have been getting results for America's largest National Advertisers. They'll get results for you. Our corps of copy men and artists will co-operate with you in putting your slide advertising on a profit paying basis. A line from you will put samples and complete information before you. COLUMBIA SLIDE COMPANY America's Most Effective Slide Makers 19 So. Wells Street, CHICAGO, ILL. 'I' I ease say, "As advertised in REEL Mid SLIDE," zuhen you write to advertisers.