November 13th, 1959, by Eastman Kodak Company, Rochestor, N.Y.
Applied Photography
Words are less than necessary when the
photograph says so much -- so quickly.Photography: Todd Walker
Agency: Campbell-Ewald
Photograph of a 1959 Chevrolet convertible
by Todd Walker.
Applied Photography, November 13, 1959.
Photograph of a 1959 Chevrolet
by Todd Walker.
Applied Photography, November 13, 1959.
Photograph of a 1959 Chevrolet
by Todd Walker.
Applied Photography, November 13, 1959.
Photograph of a 1959 Chevrolet
by Todd Walker.
Applied Photography, November 13, 1959.
Those who dedicate their waking hours to ever-better tools for creating the photographic image cannot but be gratified with the things which these tools make possible.
And the photographer, whose sensitivity and knowledge and desire to create have been sharpened by long intimacy with frustration, cannot but be gratifed that what he presents is accepted whole by a great national advertiser.
The photographs on the preceding pages show a great judgement on the part of the advetising ageny and the people at Chevrolet. When printed on the pages of national media, they sold cars. They had to sell cars -- because they evoked the dynamic romance of pleasurable personal exprerience. They had to sell cars because they had an integrity of taste.
Those who buy the nation's products have an instinct for this kind of integrity. It commands consideration. It is the first step in the argument that the product is worthy of purchase.
These photographs were created by the still youthful negative-positive color system the trade knows as "Ektacolor." There are films and a paper upon which to print. Together they give the photographer a new freedom of expression.
In the ultimate, it is the advertiser who benefits from his agency's acceptance of new things. And the photographer who is conversant with the new is often able to perform that little extra which is the difference between excellent and superb.
Chevrolet's confidence in its men of taste and talent might just be the catalyst for which other advertisers have long been looking.