Life, 1927-07-14 · page 27 of 40
Life — July 14, 1927 — page 27: what you’re looking at
What you’re looking at
This is primarily a **Kodak advertisement** for the Ciné-Kodak home movie camera, not a political cartoon. The page promotes consumer home filmmaking technology to a general audience. The illustrations show **ordinary people** (families, amateur actors) operating the simple camera and projecting their homemade films for friends and family—emphasizing accessibility and ease of use. The repeated slogan "You press the button—we do the rest" (Kodak's famous advertising phrase) stresses that no technical expertise is required. The social context: this represents **1920s consumer culture** when home movie cameras were becoming commercially available luxuries for middle-class Americans. The advertisement markets filmmaking as democratic entertainment—families can now create their own "romance, adventure, affection, sports and humor" content, a novel idea at the time. There is **no satire here**—this is straightforward product marketing celebrating technological democratization of what had previously been professional territory. The page aims to convince readers that movie-making is now as simple as still photography.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Life 7 I never believed that making Movies could be. so simple Today, Home Movies are as easy to make as ordinary Kodak pictures. “You press the button —we do the rest’ YONE can make good movies with a Ciné-Kodak,. It is all as easy as this: In your hand is your Ciné-Kodak. Before you is your moving subject. You sight your camera. As you press a button, a shutter whirls in- side, and the film slides swiftly be- hind the ever-focused lens. Instantly and continuously every action within the scene before you, every changing sequence of light and shadow, every expression of indi- viduality, is registered for all time on your film. You are taking your first movie! Another touch of your finger, and the shutter stops. Your movie is made. You are ready for your next one. "You press the button... we do the rest” Then, no troublesome developing. No mistakes. We finish your films at no extra cost, and return them to you. And you are ready to make romance, adventure, affection, sports and humor live again on your screen. Your audience gathers. Your film is in your Kodascope. You darken the room. You press another button. Crisp and clear the scene flashes itself in swift light and shade upon your silver screen, The amateur actors ‘re-act their parts. Home incidents happen over again. There is a stir of surprise—a mur- mur of interest—a ripple of sudden laughter — then silence — then ap- plause. Then:—‘*Run that one over again!” “Your own movies!"" Iris all as easy . For the day of ew sport, the new art, the new personal Ciné. Kodak t isn't an Fastman, it isn't a CinteKo y motior are using i¢with A complete outfit, for movie taking and projection, may be had for as little as $140 Thousands of Kodak dealers are now C lee i is not yet ready, write us for the new Ciné-Kodak booklet, v tells hov ¢ Ciné-Ko. ately and will come t when you 1 mail this coupon. 7 7 r EASTMAN KODAK CO., Dept. P, Rochester, No Ys comicbooks. com