Visual Education (Jan 1923-Dec 1924)

April, 19 2 3 117 story of a man who, on a visit back home, went down to the old swimmin' hole and there visualized his boyhood days; as the result of these awakened memories, on his return to the city he refused to take part in some underhanded deal with which he had promised to cooperate. It was interesting to watch those 'hard-boiled' customers seated there before the screen, and speculate on the thoughts and emotions such a picture evoked." Films That Advertise the Road Itself Still another branch of the visual activities of the North Shore Line has for its purpose indirect publicity for the road. Two films have thus far been produced: one, "The Green Bay Trail," picturing the scenic beauties and historical background of the electric line between Chicago and Milwaukee; the other, "The Pace of Progress," contrasting ancient and modern transportation methods — the trail of yesterday versus the trail of today — and, by tracing the swift journey of an emergency repair part urgently needed in a busy plant, demonstrating the advantages of the fast freight service rendered by the Merchandise Despatch Trains of the North Shore Line. Both films have been widely shown, not only at commercial clubs, engineers' associations and business men's gatherings, but at local expositions, state and county fairs, and local movie theaters. "At the Pageant of Progress held on Chicago's Municipal Pier," reported Mr. Luke Grant, head of the road's publicity service, "our booth with 'The Green Bay Trail' on view attracted from three to five times as many visitors as any other exhibit on the pier. People will always crowd to a movie show, and for this reason the screen gives you a matchless opportunity to get your message across against any and every kind of competition We shouldn't be spending the money we are putting into films unless we felt, after a practical test, that it was a paying proposition. There is absolutely no question as to the value of visual advertising." Mr. John J. Moran, advertising manager of the North Shore Line, is likewise an ardent believer in the attention values of the motion picture. "With a picture you can hold the interest of your audience where you couldn't do it in any other way. When you put your picture before people it is practically impossible to distract their attention to any other proposition. They have nothing else to do but stay with it and absorb your story. Accordingly, you get 100 per cent circulation on your showing. In attention values, in my opinion, the film stands at the top of the list among advertising media." Posters That Sell Chicago to Chicagoans Mr. Moran's department is in charge of still another type of visual education which has been undertaken on behalf of another of the Insull properties — the Chicago Elevated Lines. The purpose of this visual campaign is to educate the people of Chicago to Chicago. "Mr. Britton I. Budd, now president of the Public Service Com pany of Northern Illinois, is responsible for initiating our campaign of poster advertising," Mr. Moran continued. "He felt very strongly that the people of Chicago know far more about other cities than they do about their own, and that the prime reason Chicagoans fail to realize the beauties of their own city is that these beauties have never been adequately visualized or publicized to the general public. In such 'L' posters as those which feature the Art Institute, the University of • Chicago, the various parks, beaches and wooded areas adjacent to the city, we are trying to 'sell Chicago to Chicagoans.' "Our poster system is patterned after that used by the London Underground, which is years ahead of any other company in the field of advertising. Their work is extremely simple. The idea is to let the picture itself carry the story and not clutter up the message with reading matter. The advertising is entirely indirect. You give the people the thought, and when the time comes for them to make a trip, unconsciously only one method of travel comes to mind — that associated with the poster." The two illustrations shown herewith can convey only the merest suggestion of the rare artistic quality of the posters constituting this unique series on Chicago's natural and architectural attractions. In their simplicity of composition and in their bold, vivid coloring, they typify admirably all that is best in poster art. It is not to be wondered at that art schools {Continued on page 127) SCENES FROM "THE GREEN BAY TRAIL" When the Indian moved from place to place, he traveled afoot or on horseback, and his household goods were either carried by his squaw or dragged along by means of the primitive travois. When the pioneers crossed into the interior, the lumbering* "prairie schooner" served as their slow, cumbersome medium of transportation. The modern family, however, is swiftly and comfortably • whisked over modern trails by electricity — the miracle-worker of our century.