This section is from the "Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1910" book, by Aristo Motto. Also see Amazon: Studio Light Incorporating The Aristo Eagle - The Artura Bulletin 1910.
Copyright Eastman Kodak Co., 1009.
KODAK ADVERTISING CONTEST First Prize - Professional Ciass
By William Shewell Ellin
A Magazine of Information for the Profession
NEW SERIES Vol. 1 No. 11 JANUARY 1910 OLD SERIES No. 108
About January 20th you will be able to obtain Arturo paper through your Eastman dealer. At this writing we are already successfully coating Arturo paper at Rochester and by the time this edition of Studio Light is in the mails, we expect to have Arturo stocked, not only here, but in our New York and Chicago branches and have large shipments well on their way to San Francisco. Dealers have been notified that we are now ready to supply them, and will be promptly prepared to take care of your wants. In making the change from Columbus to Rochester, no effort has been spared in so handling matters as to insure to the photographer an uninterrupted supply of good paper through the regular channels.
Owing to the fact that the holiday season was at hand and the Arturo factory was running at its full capacity when the purchase was made, we did not then undertake to stock the dealers who were handling our other goods because it was plain that no step should be taken that could possibly jeopardize the interests of the actual consumer. At this, the first opportunity for safely doing it, however, we have arranged for a stock sufficient to meet all demands. The transfer means to you that Arturo will at least be as good as before - with the improved facilities it should even be better - you can obtain it at the same price as before and have the additional advantage of improved service through the fact that there will be so many additional dealers acting as distributors.
If it so happens that you do not already know Arturo, take the first opportunity to corner any one of our paper demonstrators and make him "show you." If you are already a developing paper user, he will surely get your order. If you are not a developing paper man, you will at least have the satisfaction of knowing that you have seen the best there is in this developing paper business and will make up your mind that if ever you do quit p. o. p. for d. o. p. that Ar-aura will be IT in your studio.
We are pleased to present to your notice in this issue, reproductions of some of the prize winning prints in the 1909 Kodak Advertising Contest. You are naturally more interested in the professional work, so we have only reproduced the first and second prize winners in the amateur class.
The amateur cannot compete with you in the finer points of lighting and posing, but, owing to the wide diversity of his attempts and his occasional defiance of the conventional, he can and does produce pictures that possess good value from the advertising standpoint. It has taken time to demonstrate just what constitutes advertising value in a picture, but the results of this contest show conclusively that the photographers have solved the problem. In our previous contests we received many pictures technically and artistically good, but absolutely without advertising value because they either failed to tell a story or carry any suggestion as to the pleasures or uses of photography, or if they did tell a story its effect was spoiled by the evident insincerity in pose, action or surroundings.
A picture for advertising purposes must be a good deal like a musical composition; all parts must be in harmony, without any false notes of incongruity, and to be popular must be simple, so that the great mass of the people to whom you are appealing will understand it instantly and with a sense of pleasure.
Take the first prize winner in the professional class. It tells its story at a glance and it convinces because every part of the picture is in harmony; the girl is attractive, properly costumed for her surroundings and natural in pose; the whole picture emphasizing the added pleasure Kodak provides for the outdoor days.
Study the picture of the smiling couple on the observation platform of the passenger coach - it instantly suggests - "Take a Kodak with you," and the pleasure derived from making Kodak mementos of the trip. That picture will sell Kodak.
The first and second prize winners in the amateur class are also convincing. Thousands of fathers and mothers and growing kiddies are going to be influenced by those pictures - the parents because of the pictures of the kiddies made by others, and the kiddies themselves by the pleasant simplicity of picture making the Kodak way.
Kodak Advertising Contest Second Prize - Professional Class By Percy De Gaston
Nothing more clearly demonstrates the value of photographs over paintings or drawings for advertising purposes. The painting or drawing no matter how cleverly executed lacks conviction because the subjects are not "real people" but the imaginative creation of the artist, and however strong the argument they present it is weakened for this reason. That the advertisers appreciate this is evidenced by the ever growing use of photographs for advertising illustrations - not only of the advertised products themselves, but of photographs suggesting the advantages or pleasures to be derived from the use of such products and it is not uncommon to see " made from an actual photograph" printed under the illustration.