Life, 1927-12-01 · page 13 of 80
Life — December 1, 1927 — page 13: what you’re looking at
What you’re looking at
This page is primarily an **advertisement for Bell & Howell motion picture cameras and projectors**, not a political cartoon. The ad's headline—"Giving back the joys of yesterday"—appeals to nostalgia by showing a vintage flower alongside modern film equipment. The text emphasizes that home movie-making allows ordinary people to record family moments (children, grandparents, sweethearts) that previously only professional filmmakers could capture. It positions Bell & Howell cameras as democratizing technology, making cinema accessible to average consumers rather than just theatrical professionals. The small illustration shows a woman using the equipment. This is fundamentally a consumer advertisement celebrating the home movie trend of the 1920s era, not political satire.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
the joys of yesterday No gift thought more lovely than this ity on the first try Just think—two operations only-— much easier than taking snapshots with an_ ordinary camera! No focus- ing for distar setting for time. No arduous viewfind- 3. No tuming of Filmo is the only amateur movie OUR little child . .. now budding into her teens. . . but reproduced in motion seasaabar ae as she was in those days when r mother wanted her to stay that way always . “Made by the movie people.” That ex- The silver-haired grandmother ...may- plains Filmo's movie-taking show- be gone now... but again coming into ing superiority. For over twenty years view... Bell & Howell have made the cameras and The sweetheart of yesterday. now the wife and mother, but again before you as in those days of romance . . . in action . theatres. Famous Players-Lasky. brightening your eyes with memories ing at your heartstrings. Ane the scene around the Christmas tree. The football game. The winter spotts. You yourself ...landing that famous musky or engaged in your special hobby. The perpetuation, in moving pictures, of the most cherished experiences, the mount, Metro-Goldwyn-Mayer, First Na- tional, DeMille, and others—use Bell & Howell cameras. So in Filmo equipment you get the result of specialized moving picture experi- ence. Should lower-priced movie cameras and projectors be recommended for their so-called greater simplicity. remember Filmo simplicity more than matches any adaptable to all conditions of speed. and the various ements of ing movies in the your Filmo dealer for information on this matchless Christmas gift. Write us for new descriptive booklet “Filmo— Home Movies of the Better Kind.” just off the press 1825 Bell & Howell Co Larchmont Ave., Chicago, Ill.. New York. Hollywood, Lo: Lid.) Established 1907. other. Merely look through Filmo’s spy-glass viewfinder and press the button to take movies of theatre qual- rekindling of past joys—such is the capa- city of Filmo. A possession princes are proud of. A gift inspiring lasting delight. Filmo Projector shows your movies Pith theatre clarity and brilliance Runs forward, backward or stogs on any angie picture. ils wide tne Gustrial use. Simple attachment ‘adds various color Une. Tetura postage at your door [Thee is aloo Eyemo, wring profeuional wanderd (33 mm) film if you desire to commerciale your moves} comicbooks.com