Life, 1929-04-19 · page 33 of 52
Life — April 19, 1929 — page 33: what you’re looking at
What you’re looking at
This is primarily a **product advertisement**, not satire or political commentary. It promotes Eastman Kodak's home movie camera system to American consumers. The page references **James McNeill Whistler**, the 19th-century painter famous for his portrait of his mother, to establish an emotional framework: just as Whistler's painted portrait preserved his mother's memory, Kodak's movie cameras now offer something superior—living, moving images that capture personality, gesture, and authentic presence. The "satire" is gentle and implicit: the advertisement subtly argues that technology has surpassed fine art at capturing and preserving human memory. Where a painting is static, film shows "her lips move, she smiles, her eyes twinkle." The ad emphasizes **accessibility** ("Astonishing Simplicity") and sentimentality—preserving mothers and loved ones—while promoting new color film technology and affordable equipment packages starting at $140. This reflects 1930s-40s consumer marketing: technology as democratic, emotionally resonant, and family-centered.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
AP tt & mae Se) A memory of your Dear Ones that will never fade HISTLER painted a picture of his mother. He painted her so cleverly that unnumbered people of all races hung copies of his picture on their walls. It reminded them of their own mothers. But to Whistler it was not merely a reminder... it eas his mother, and since then many have envied him because of this. Although they, too, formed mental images of their mothers, these images re- mained mental. He could put his on canvas. His memory might fail; his mother might change; but that painted image of her in the mood that he loved best could neither fail nor change. Your Mother on the Silver Screen Today, however, the Ciné-Kodak can do more for you than Whistler’s brush could do for him. In movies that you take yourself, it records your mother as she lives and breathes. It preserves her for you in a thousand at- titudes. It captures her mannerisms; each fleeting facial expres- sion; each familiar gesture. When the films are projected by your Kodascope on your own screen, you real- ize that no painting or series of paintings could compare with them. They show her to you as an active human being, with all the evidences of her charm and personality and character. Her lips move, she smiles, her eyes twinkle; a wisp of her hair blows out of place . and you know that you'll always remember her as she actually is today. Astonishing Simplicity In thousands of safe de- posit vaults duplicates of such films are stored away and each day the number grows. The increase in popularity of home movies has been amazing and is largely due to the ease with which the Ciné-Kodak works. It is as simple as taking snapshots. You press the lever and you're taking pictures. You send the film to us and we develop and return it to you immediately. The cost of this service is included in the price of the film. Movies in Color! And now, another Eastman development—Kodacolor—en- ables you to make home movies in full natural color. With the Ciné-Kodak /.1.9., a filter and Kodacolor Film you can make the most beautiful living por- traits. When you project the film you see your dear ones as they actu- Ciné-Kodak Simplest of Home Movie Cameras Hew wonderful to be able to see your mother's smile at any moment you wish and as long as you live! ally are, with all the color, even the deli- cate flesh tones, absolutely true to life. You siregly use a color filter when mak- ing or projecting Kodacolor. Also, to supplement your own films, Kodak Cinegraphs, 100-, 200- and 400- foot reels of comedy, travel and cartoons, are available at your dealer’s. They cost only $7.50 per 100 feet. Don’t let precious opportunities to take movies of your dear ones slip by through any fault of yours. Your Ciné- Kodak dealer can show you outfts— Ciné-Kodak, Kodascope and screen— that cost as little as $140. EASTMAN KODAK COMPANY, Dept. 215, Rochester, N. Y. Please send me, FREE and without obligation, the booklet telling me how I can easily make my own movies. Name... Address © For « program of delightful entertainment tune in on the Kedah Hour each Friday at 10 P. M. New York time over the Columbia Broadcasting System. comicbooks.com