The following excerpts from an article recently published in the Detroit Press give a very good idea of the importance the manufacturer attaches to the photograph as a sales force.Good commercial photographs are now in demand in practically every branch of the manufacturing industry. And the better they are, the greater is the demand for them.
"Development of the Art of Commercial Photography Results in Fine Work, Much of Which is the Backbone of Advertising Campaigns.
This is the era of salesmanship and many things enter into this. The cleverness of the man who is doing the selling is always important, but it is backed up by advertising, and one of the strong points in advertising is photography. It has been demonstrated to the satisfaction of all who advertise in any form that pictures attract as quickly if not quicker than words. The advertising columns of the periodicals which are printed on the finest paper are filled with half tones, and their vogue makes commercial photography a necessity.
The catalogues issued by Detroit manufacturers reflect the excellence of the work done at the local studios. The difference between the stove works booklet of twenty years ago and now makes the change very plain. The plates made from photographs in these days print pictures which stand out and clearly show just what the manufacturer wants to impress upon the people.<
EASTMAN PORTRAIT FILM NEGATIVE, ARTURA PRINT
From Eastman Professional School Demonstration
Seed catalogues show some wonderful reproductions of photographs of growing things, so defining the flower, vine or vegetable that a person is able to select just what he wants, reinforced by the descriptive matter.Influence of the Automobile
In the development of commercial photography in Detroit, the automobile industry has played a leading part.There is no industry which advertises as generally and with such telling effect as the automobile. The men in charge of this department call for the best there is in photog-graphy to strengthen their remarks in type. They have found the combination efficient.
'In fact,' said one of the advertising managers of a going automobile concern, 'I do not know what we would do without photographs. We have come to rely upon them in our announcements, and the better the photograph the bigger part it plays in salesmanship, which, by the way, is the bull's eye of the target.'Great Help to Business.
There is no business that commercial photography will not help. Take a real estate firm for instance. A man drops in and says he would like to buy a home for about $7,000 in a certain locality. The dealer tells him what he has and if he is right up to date he accompanies his argument with photographs of the various houses. These are looked over, the interiors explained, maybe there are views of them as well, and the man is more apt to make a choice than if he had to make the trip to all the various houses with only an indistinct idea of how they look.
Manufacturers and business men, who have not gone in for commercial photography to any great extent,will find it an invaluable aid to the selling end of their establishments."