Ad for Argus 21 showing how their Markfinder works
Toronto. After the end of the war, all camera makers used marketing to try to increase market share. Even the most trivial difference between camera makers was touted as an amazing breakthrough.
For example, Argus chose the viewfinder of their model 21 camera as the “next big thing”. Their strategy was to give an oversized view through the finder and use a translucent moveable frame. As the lens focussing adjustment was moved towards closer focus, the frame moved from top right to bottom left (no rangefinder on this model).
A simple demonstration in the camera shop was meant to confirm the sale! The full advertisement appears when you click on the above-left icon of the camera (and flash gun).
A big thanks to my good friend, George Dunbar, for suggesting this ad from page 33 of the February, 1949 edition of Popular Photography. Looking through the magazines over many months two things strike me; first the intended audience is or wants to be in photography; and second, anyone in the reading audience is a rank beginner anxious to ‘learn’ about this fascinating record maker and art form.
