{"id":19331,"date":"2020-12-08T04:08:43","date_gmt":"2020-12-08T08:08:43","guid":{"rendered":"https:\/\/phsc.ca\/camera\/?p=19331"},"modified":"2020-12-07T03:40:42","modified_gmt":"2020-12-07T07:40:42","slug":"its-complicated","status":"publish","type":"post","link":"https:\/\/phsc.ca\/camera\/its-complicated\/","title":{"rendered":"it&#8217;s complicated"},"content":{"rendered":"<div id=\"attachment_19332\" style=\"width: 235px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/phsc.ca\/camera\/wp-content\/uploads\/2020\/12\/Polaroid-LIFE-May-30-1969.jpeg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-19332\" class=\"size-full wp-image-19332\" src=\"https:\/\/phsc.ca\/camera\/wp-content\/uploads\/2020\/12\/Polaroid-LIFE-May-30-1969-sm.jpg\" alt=\"\" width=\"225\" height=\"137\" \/><\/a><p id=\"caption-attachment-19332\" class=\"wp-caption-text\">Ad for Polaroid Colorpak II in Life Magazine<\/p><\/div>\n<p><strong>Toronto<\/strong>. Photographic product makers worked hard at besting one another to capture a larger segment of the ever growing amateur photography market. Typical of the strategy was this May 1969 ad in LIFE magazine touting Polaroid.<\/p>\n<p>The ad emphasizes its inexpensive, technically complex, and super easy to use colour camera! While a Polaroid camera may look complex, most cameras of the era &#8211; or any era &#8211; are just a shutter, an aperture device, a means to focus, a lens, a sensitive media, and a light tight box to keep the sensitive media and the lens the right distance apart.<\/p>\n<p>As Lipinski says in his 1955 book &#8220;<em>Miniature and Precision Cameras<\/em>&#8221; about Leitz&#8217;s famous camera, &#8220;<em>It can safely be said that the Leica mechanism has evolved around its focal plane shutter. There is hardly anything more in it &#8212; there is indeed remarkably little inside a Leica anyway.<\/em>&#8221;<\/p>\n<p>My thanks to my good friend and fellow photographic history buff, George Dunbar, for showing me this ad from the May 30, 1969 issue of LIFE magazine.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toronto. Photographic product makers worked hard at besting one another to capture a larger segment of the ever growing amateur photography market. Typical of the strategy was this May 1969 ad in LIFE magazine touting Polaroid. The ad emphasizes its &hellip; <a href=\"https:\/\/phsc.ca\/camera\/its-complicated\/\">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":[1944],"tags":[972,3431,61,63,425,301],"class_list":["post-19331","post","type-post","status-publish","format-standard","hentry","category-history","tag-ad","tag-colorpak-ii","tag-leica","tag-leitz","tag-life","tag-polaroid"],"_links":{"self":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/19331","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=19331"}],"version-history":[{"count":3,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/19331\/revisions"}],"predecessor-version":[{"id":19335,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/19331\/revisions\/19335"}],"wp:attachment":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/media?parent=19331"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/categories?post=19331"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/tags?post=19331"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}