In an article in the April American Magazine, "Pictures Burned into my Memory," Charles W. Whitehair relates a number of his experiences as a Y. M. C. A. worker on the western battle front.

In this intensely human narrative of his impressions of the men and their wonderful fighting spirit, he lays special stress on the necessity for encouragement from the folks at home.

"There are two things they aIways carry with them; photographs of the home folks' and their letters. The pictures, often with a small testament, are always in that breast pocket over the heart. I think they sometimes are put there as a kind of charm to ward off bullets. Anyway, that's where they always are. And the look in a man's face when he shows you the picture of his mother, his wife, his children, and you say - as you always do - that they are beautiful, will bring tears to your own eyes."

Photography is doing wonderful things in this great war, we all know. We read of the thousands of photographs that are made of the enemy country and the great worth of the information gained from them.

But few of us realize the importance, in fact, the real necessity for these other photographs,as does this man who has spent two years of his life among the men who have given their all for home and country.They need that moral support that can only come from the folks at home - from those they love, many of whom have not yet learned that there is a streak of sentiment in every soldier's breast.

We are learning from those whose business it is to provide comfort and entertainment for our soldiers in their leisure hours that the greatest help can still come from home. We are learning that the greatest benefits to the morale of our fighting forces come with the mail that brings letters of cheer and pictures of the home folks.

When you urge the families and friends of the boys in camp or in France to send them pictures, you are doing them a service they will appreciate. Making pictures is your business and making the best pictures you know how to make for our soldiers, regardless of the price you receive for them, is also your patriotic duty.

The more you advertise for this business and the more of it you get, the greater is the service you render. But don't forget that it is an advertising crime to capitalize on death.As much as has been said on this subject, photographers who do not carefully analyze their advertising copy continue to use such arguments as: "Send your soldier boy a photograph to-day - to-morrow may be too late."

How Pictures Help StudioLightMagazine1918 94


General Electric Co. Schenectady, N. Y.

It is your duty to dispense cheer. If telling of the happiness these pictures will bring to the boys won't get business, painting gloom pictures will certainly have less weight as a selling argument.

The magazines are full of stories that tell of the soldier's appreciation of news from home. There's no better news than that which carries with it pictures of the home folks.

Make your advertisements cheerful. Make a strong drive for this business, for in making business for yourself you are making happiness for others.

Our Illustrations

In a great many cases, the biggest expense in securing suitable illustrations of manufactured articles for catalogues or other similar purposes is the expense of retouching. By retouching we mean retouching of a print, or artist's work.

The artist can paint beautiful reflections on bright metal, can accentuate important parts of a piece of apparatus or subdue others, but the result is seldom as satisfactory to the man who knows how a machine should appear as is a perfect photograph which he knows must show the machine as it really looks.

The expert commercial photographer works to avoid retouching. He may use a grey water paint occasionally on black metal but more often he depends upon plenty of light. He may dull extremely bright parts but he secures excellent results in cutting out reflections by using a filter. If a subject requires color correction he uses orthochromatic material, and if he has halation to contend with he uses the material that doesn't produce halation.

Our illustrations are excellent examples of the work required by the manufacturer. The prints are from film negatives that have not been "doctored" and there is no need of retouching to improve the prints.

Photographers in the big factories, or industrial photographers as they are usually called, are keenly alert to the photographic needs of their business. They must keep pace with industrial progress and Commercial Film - Commercial Ortho Film - and Portrait Film is helping them to do it.

They use film not only because they find the quality of results superior but the convenience of handling film, the small space required for storage, the elimination of breakage and the readiness with which the film records are filed for reference - all these appeal to the man trained in the methods of efficiency.

Our Illustrations StudioLightMagazine1918 96


General Electric Co. Schenectady, N. Y,

Our Illustrations StudioLightMagazine1918 98

There is sentiment in every soldier's heart. It stirs at sight of his flag - at the thought of home and as he looks again and again at the precious pictures of the home folks he carries in his pocket.

Make the appointment to-day


Line cut No. 251. Price, 50 cents.