LIFE ad for Sylvania flashbulbs – Christmas 1955
Toronto. Post war there was a pent-up demand for commercial products. Cars were in short supply; telephones had a wait list while new cables were added; and many other goods were similarly in short supply. New ideas popped up everywhere for civilians. Jobs were easy to come by (many people were hired out of high school; no need to ‘know’ the job market). Every manufacturer wanted to get aboard the gravy train.
The photo industry was no different. Post war, the innovations for the rank and file photographers were legion. One issue to be solved was lighting for the slow films of the day.
A ready solution to the issue in poor weather, evenings and (especially) indoors was portable lighting. A great way to cheaply and briefly create such illumination was by the use of flashbulbs. Placing subjects close to the camera with a flashgun attached or held next to it, gave added light via a synchronized flashbulb ensuring suitable illumination.
The advertisement at left by Sylvania was typical of the era. What better time to promote the use of Sylvania flashbulbs than at Christmas when the family photographer using an inexpensive camera could create memories with each shot!
Of course the flashbulb era for the amateur was relatively short lived as portable electronic flash continued to fall in price and size. Eventually most cameras had built-in electronic flash ready in an instant to add illumination. And as media increased in sensitivity, even built-in electronic flash became optional. Digital cameras and smartphone cameras today use sensors that are so sensitive that the built-in flash is seldom needed (and then often as fill-in).
My thanks to George Dunbar for finding this bit of photographic history and sharing it with us for all to enjoy.
