Life, 1914-06-04 · page 35 of 52
Life — June 4, 1914 — page 35: what you’re looking at
What you’re looking at
This page is a straightforward advertisement for the Vest Pocket Kodak camera, not political satire or humor. It appears in *Life* magazine (page 103), which during this era mixed editorial content with advertising. The ad emphasizes the camera's compact design ("slip easily into the vest pocket") combined with precision engineering—comparing it to "a full jeweled watch." Technical features like the Kodak Anastigmat lens, Ball Bearing shutter, and Autotime Scale are highlighted to position this as a professional-quality instrument despite its small size. The phrase "If it isn't an Eastman, it isn't a Kodak" is simply a brand slogan asserting market dominance. The price ($12.00) and two product photographs demonstrate the actual camera's modest dimensions. This is period advertising targeting early-20th-century professionals and enthusiasts who wanted portable but reliable photography equipment—with no satirical commentary intended.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
As right as a full jeweled watch Vest Pocket Kodak with Kodak Anastigmat lens ERE is efficiency—a camera that will slip easily into the vest pocket—so small and light that there is always room for it, yet in every detail of construction and equipment an instrument of precision. The Kodak Anastigmat lens is ground by skilled workmen, from the finest Jena glass. The result under experienced superintendence and a system of most rigid tests, is a lens that gives microscopic defini- tion, is free from astigmatism, and renders perfect flatness of field. Its speed (8) is extremely high for a lens used only with a fixed focus. The Kodak Anastigmat is made exclusively for use on the Vest Pocket Kodak, and it meets absolutely the most exacting requirements. The Kodak Ball Bearing shutter into which this lens is fitted, has proved itself the most reliable of shutters—reliable because it works without jar or bang, and so does not throw itself out of adjustment. It has instantaneous speeds for 1/25 and 1/50 of a second, the time action—opening at one pressure of the lever and closing at the next, and the so-called ‘bulb’”’ action, where the shutter opens when the lever is pressed, and closes when it is released. The shutter has iris diaphragm stops and is equipped also with the Autotime Scale—by which correct exposure can be told at a glance. The camera has a brilliant reversible finder, and uses Kodak film car- tridges of eight exposures. The pictures are 154 x 2% inches, but so sharp and clear are the negatives, that enlargements can be made to any reason- able size—and at small cost—to the post card size, (3144 x 5% ), for instance, at sixteen cents. Working with a mechanical precision that is a delight, free from all complications, simple in every detail, instantly ready for business without focusing, so small and smooth that it is pocketed without annoyance— here is efficiency. Vest Pocket Kodak, with Kodak Anastigmat lens, - - - 12.00 If it isn’t an Eastman, it isn't a Kodak. EASTMAN KODAK COMPANY, Nodes ealaloane fees at your ROCHESTER, N. Y., The Kodak City. Actual Size dealer's, or by mail, comicbooks.com