{"id":15594,"date":"2019-09-21T05:09:39","date_gmt":"2019-09-21T09:09:39","guid":{"rendered":"http:\/\/phsc.ca\/camera\/?p=15594"},"modified":"2019-09-20T11:43:44","modified_gmt":"2019-09-20T15:43:44","slug":"as-easy-to-set-as-a-clock","status":"publish","type":"post","link":"https:\/\/phsc.ca\/camera\/as-easy-to-set-as-a-clock\/","title":{"rendered":"as easy to set as a clock&#8230;"},"content":{"rendered":"<div id=\"attachment_15595\" style=\"width: 235px\" class=\"wp-caption alignleft\"><a href=\"http:\/\/phsc.ca\/camera\/wp-content\/uploads\/2019\/09\/argus-LIFE-May-5-1958.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-15595\" class=\"size-full wp-image-15595\" src=\"http:\/\/phsc.ca\/camera\/wp-content\/uploads\/2019\/09\/argus-LIFE-May-5-1958-sm.jpg\" alt=\"\" width=\"225\" height=\"116\" \/><\/a><p id=\"caption-attachment-15595\" class=\"wp-caption-text\">Argus MATCH-MATIC C-3<\/p><\/div>\n<p><strong>Toronto<\/strong>. The old saying &#8220;<a href=\"https:\/\/en.wikipedia.org\/wiki\/Lipstick_on_a_pig\">lipstick on a pig<\/a>&#8221; implies cosmetic changes to a product with little or no internal changes. <a href=\"https:\/\/en.wikipedia.org\/wiki\/Argus_C3\">Argus up graded the C-3<\/a> in various ways as the camera market evolved.<\/p>\n<p>The Match-Matic (sometimes shown as Matchmatic) added an accessory shoe and simple exposure meter to the venerable C-3. Once the marketeers got hold of the changes, they touted in ads like <a href=\"http:\/\/phsc.ca\/camera\/wp-content\/uploads\/2019\/09\/argus-LIFE-May-5-1958.jpg\">this<\/a> in the May 5, 1958 issue of LIFE that the camera was &#8220;as easy to set as a clock&#8221;. The meter wasn&#8217;t coupled. Just match the meter number to the lens &#8211; after setting the shutter dial for &#8220;scenes&#8221; or &#8220;action&#8221; (ASA or ISO rating of the film is not mentioned).<\/p>\n<p>NB. This is one of a number of photographic ads in LIFE magazine spotted by George Dunbar who actively browses the web for photographic material.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toronto. The old saying &#8220;lipstick on a pig&#8221; implies cosmetic changes to a product with little or no internal changes. Argus up graded the C-3 in various ways as the camera market evolved. The Match-Matic (sometimes shown as Matchmatic) added &hellip; <a href=\"https:\/\/phsc.ca\/camera\/as-easy-to-set-as-a-clock\/\">Continue reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[2778,972,2130,2132,2547,2131,425,102,2776,2775,2777,854],"class_list":["post-15594","post","type-post","status-publish","format-standard","hentry","category-camera","tag-accessory-shoe","tag-ad","tag-argus","tag-brick","tag-c-3","tag-c3","tag-life","tag-magazine","tag-match-matic","tag-matchmatic","tag-meter-hot-shoe","tag-selenium"],"_links":{"self":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/15594","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/comments?post=15594"}],"version-history":[{"count":3,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/15594\/revisions"}],"predecessor-version":[{"id":15598,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/15594\/revisions\/15598"}],"wp:attachment":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/media?parent=15594"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/categories?post=15594"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/tags?post=15594"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}