{"id":22242,"date":"2021-12-17T01:05:10","date_gmt":"2021-12-17T05:05:10","guid":{"rendered":"https:\/\/phsc.ca\/camera\/?p=22242"},"modified":"2021-12-16T21:26:13","modified_gmt":"2021-12-17T01:26:13","slug":"black-is-beautiful-2","status":"publish","type":"post","link":"https:\/\/phsc.ca\/camera\/black-is-beautiful-2\/","title":{"rendered":"black is beautiful"},"content":{"rendered":"<div id=\"attachment_22244\" style=\"width: 235px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/phsc.ca\/camera\/wp-content\/uploads\/2021\/12\/ad-Leica-on-famous-flight-American-Cinematographer-Jan.-1935.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-22244\" class=\"size-full wp-image-22244\" src=\"https:\/\/phsc.ca\/camera\/wp-content\/uploads\/2021\/12\/ad-Leica-on-famous-flight-American-Cinematographer-Jan.-1935-sm.jpg\" alt=\"\" width=\"225\" height=\"143\" \/><\/a><p id=\"caption-attachment-22244\" class=\"wp-caption-text\">an ad in 1935 showing a black Leica<\/p><\/div>\n<p><strong>Toronto<\/strong>. In the 1800s and early 1900s, black enamel was a choice for finishing metal. Sewing machines, microscope bases, lamps, and even the ubiquitous Model T Ford all came in the black enamel finish. When Leica cameras were first sold, black enamel was also the choice of finishes. In later years, Leitz perfected the rub-resistant satin chrome making their cameras satin chrome unless specially ordered in black trim.<\/p>\n<p>This ad from the mid 1930s shows a black Leica and another marketing concept or two: 1. advertisements showing the camera in use by famous explorers or scientists\u00a0like <a href=\"https:\/\/en.wikipedia.org\/wiki\/Jean_Piccard\">Jean Piccard<\/a> and his wife; and 2. emphasis on S-L-O-W shutter speeds via a separate front dial that retarded the release of the second curtain. Any Leica returned to the factory could have the slow speed mechanism added eliminating the need to buy a <a href=\"https:\/\/phsc.ca\/camera\/slow-speed-ahead\/\">HEBOO<\/a> accessory (the ad&#8217;s emphasis on slow speeds countered complaints that other cameras had slow speeds earlier) .<\/p>\n<p>My thanks to George Dunbar for sharing this advertisement from page 33 of the <a href=\"https:\/\/archive.org\/details\/americancinemato16amer\/page\/n31\/mode\/2up?\">January, 1935 issue of the American Cinmatographer<\/a> .<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toronto. In the 1800s and early 1900s, black enamel was a choice for finishing metal. Sewing machines, microscope bases, lamps, and even the ubiquitous Model T Ford all came in the black enamel finish. When Leica cameras were first sold, &hellip; <a href=\"https:\/\/phsc.ca\/camera\/black-is-beautiful-2\/\">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":[972,973,1305,61,63,102,3976],"class_list":["post-22242","post","type-post","status-publish","format-standard","hentry","category-history","tag-ad","tag-advertisement","tag-balloon","tag-leica","tag-leitz","tag-magazine","tag-piccard"],"_links":{"self":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/22242","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=22242"}],"version-history":[{"count":4,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/22242\/revisions"}],"predecessor-version":[{"id":22247,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/22242\/revisions\/22247"}],"wp:attachment":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/media?parent=22242"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/categories?post=22242"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/tags?post=22242"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}