a 1954 ad showing the way Kodak makes quality cases
Toronto. Mid last century, Kodak had a growing public opinion to overcome – that of the quality and professional calibre of their goods. Although Kodak at the time was the largest player in the photo pool, it was often viewed as a source of less expensive goods. Many potential users viewed European and later Japanese products to be both better quality and more flexible.
To change opinions, Kodak spent money on books, professional-exclusive retailers, etc. – and education of potential customers. One way this was done was by rather wordy advertisements in popular magazines – generally far more written words than are ever used today. The ads often ‘explained’ at length how Kodak ensured quality in the construction of a particular Kodak product.
A case in point is their May 1954 ad in Popular Mechanics explaining how they make quality carrying cases (including ever ready cases for cameras). As a kid growing up, Kodak was everywhere in photography, but their cameras were often more simple and less flexible than cameras from Europe. Sadly the post digital Kodak is a far smaller company – a shadow of what it once was to the photo fraternity.
The smart phone and DSLR/mirrorless crowd seldom think about just who makes their cameras, phones, and accessories. Cases today are likely to be thin rubberized bands or trays to protect the smartphone glass screen from being cracked when the phone is inevitally dropped.
George Dunbar in his search for historically important photo ads discovered this gem in which Kodak goes to great written lengths to assure the reader that their cases are all constructed to the highest quality. Our thanks to George for sharing this interesting ad with us.
