Life — July 12, 1929 — page 3: what you’re looking at

What you’re looking at

# Analysis This page is **primarily an advertisement**, not satire or political commentary. It promotes the Filmo 70-D, a personal movie camera made by Bell & Howell. The ad emphasizes the camera's technical capabilities: seven speeds, three lenses, adjustable viewfinder, and simplicity of use. The illustrated scenario—filming a horse race with close-ups and slow-motion—demonstrates how the camera captures action impossible with previous models. The sketch on the left shows a woman operating the camera; the large photograph displays the Filmo 70-D itself with its distinctive lens turret. Small images at bottom show the camera's portability and included accessories. The tagline "What You See, You Get" promises straightforward product functionality. This represents typical consumer advertising from the era, targeting amateur filmmakers rather than satirizing current events or figures.