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on Teaching Films Survey 31 traying through animation what the characters are thinking about; the inconsistency between complicated, long-drawn-out visual scenes and laconic speeches, or long-winded dialogue with little or no visual change. Should some or all of the seven pub lishers again work on teaching films either together or separately, we should not be totally ignorant of how to proceed. 10. We learned that the testing of teaching films for merit is still in its infancy. Ingenious methods of appraising teaching films are being devised and used by the Commission's research staff, but at best these methods do little more than measure what a film teaches. They leave unanswered the question as to the percent age or proportion of possible gains in knowledge which could fairly be expected to result from the use of an excellent film versus a mediocre film or a poor film. That there are no general yardsticks for the measurement of film merit is perhaps not surprising; for, after all, we publishers know perfectly well that there are no valid standards for the com parative evaluation of textbooks, except perhaps in the case of directly competitive books on exactly the same subject intended for exactly the same grade. But there is a wealth of research as to the comparative values of different kinds of instruction, with di rect implications for printed instructional materials notably in such fields as reading, spelling, and arithmetic, whereas research on the effectiveness of mutually competing motion-picture tech niques is conspicuously lacking. There is, to be sure, a fair amount of published research com paring results obtained by the use of printed materials plus visual aids with those obtained by the use of printed materials without visual aids; but there has been an amazing lack of research in which the variable is not the presence or absence of a teaching film, but the type of technique employed in the film itself. Per haps it would be fairer to say that this lack would be amazing were it not for the expensiveness of a type of research which would necessitate the making of several alternative forms of so inherently costly an item as a teaching film.