Visual Education (Jan 1923-Dec 1924)

March, 192 3 91 "Qllhy We Use Movies" Advertising and Sales Protmioon There are two ways of looking at your work. One is to regard it as a bread-and-butter job — a meal ticket. The other is to see the romance behind it, get interested, and win success. There is romance in every man's job if he will only look for it, and it is finding the romance that makes for success. We have applied this principle to our business in a concrete way, by making a film which pictures the romance of a glass of root beer. Behind every fivecent glass of root beer served at the soda fountain are the individual romances of all the ingredients that have entered into the making of the drink. We sent a motion-picture photographer 25,000 miles — a ten-month trip through Cuba, Jamaica and South America — to record on film all those separate romances, for the benefit of .our salesforce. —W. Russell Green Advertising Manager Hires Root Beer Company Philadelphia, Pa. On "Fordson Farming Day" six reels of moving pictures on the possibilities of Fordson farming were presented at the local theater to about 200 farmers. As a result of this advertising feature, some twenty-five farmers asked for demonstrations on their farms, and one completely equipped Fordson was sold. — Bray Motor Co. Sheldon, Iowa. Business men here who have given serious thought to the subject have reached the conclusion that a motion picture properly produced affords one of the best mediums for advertising San Francisco. Therefore, the One Hundred Per Cent Club, after months of study and preparation, has decided to foster such a community undertaking. The feasibilty of the project has been abundantly demonstrated by similar films, such as "The Valley of Heart's Delight," which is said to have been viewed by more than 30,000,000 persons in a year. — D. R. Pinney, President One Hundred Per Cent Club San Francisco, Calif. We believe that our motion picture, "The Rejuvenation of Mary's Ma"— a comedy advertising film written around the Federal Washing Machine — is one of the most valuable advertising mediums we have used. — L. A. Edkins Commonwealth Edison Company Chicago Agricultural Extension — Farm Bureaus and County Agents Our series of twelve meetings held throughout the county was well attended. We showed four reels of motion pictures to audiences numbering 2,000. Great interest was aroused. Motion pictures get the whole family out when shown at country points. — E. L. Euman, Farm Adviser Jersey Co. Farm Bureau Jerseyville, III. We are having produced a corn film showing the proper selection of seed corn, show corn and diseased specimens, with a view to encouraging greater interest in the cultivation of superior corn and promoting better returns through a knowledge of the various corn diseases and how to eradicate them. — Farmers Trust Company Maryville, Missouri There is a reason for more motion pictures and fewer bulletins. It is that farmers look, not read, when they "get their rather s." After you have featured some subject in your Farm Bureau News for several months and then have a member of your Bureau say, "Why. I never heard of that !" this begins to dawn upon you. When you try out motion pictures and see the increased attendance at meetings, your faith grows. After you have seen a lecture tired group come to life when pictures are thrown on the screen, you will be entirely convinced that they would rather look than listen, and look at something alive like a film. — L. L. Heller, Farm Adviser Cook County, III. Athletics Development of tennis playing among the boys and girls of the nation, particularly that section of the younger generation which plays in the parks, municipal playgrounds and recreation fields of the larger cities, will be one of the outstanding features of the United States Lawn Tennis Association's educational campaign for the season of 1923. One portion of the educational work will be the use of slow-motion pictures of some of the leading tournament players of the world. Arrangements have been completed for the distribution of slow-motion pictures of William M. Johnston and Gerald Patterson to the various clubs and colleges of the country. Every conceivable kind of tennis stroke is illustrated, and each stroke is repeated on an average of six times. Any enthusiast can visualize and remember the salient points of the stroke without the aid of notes. There has been nothing to compare with the value of these films for the instruction of younger tennis players in proper methods of stroke development and play. — U. S. Lawn Tennis Assn. New York City Americanization Work Each year, on the Sunday nearest Washington's birthday, we hold a reception at Friendly House for the men and women who have become naturalized during the preceding year. Lately we have been giving them a motion-picture program, making it as good as possible, with all sorts of encouragement to patriotism. In this way we combine recreation and civic instruction. This year's program was a huge success, no small part of the enthusiasm being due to the films, "Hats Off" and "A Citizen and His Government." I am tempted to book these three reels a year in advance for our next welcome to New Americans. — Harry Downer, Head Resident Friendly House Davenport, Iowa