{"id":27453,"date":"2023-12-02T01:03:08","date_gmt":"2023-12-02T05:03:08","guid":{"rendered":"https:\/\/phsc.ca\/camera\/?p=27453"},"modified":"2023-11-29T22:51:18","modified_gmt":"2023-11-30T02:51:18","slug":"wishful-thinking-2","status":"publish","type":"post","link":"https:\/\/phsc.ca\/camera\/wishful-thinking-2\/","title":{"rendered":"wishful thinking &#8230;"},"content":{"rendered":"<div id=\"attachment_27454\" style=\"width: 190px\" class=\"wp-caption alignleft\"><a href=\"https:\/\/phsc.ca\/camera\/wp-content\/uploads\/2023\/11\/Argus-Life-magazine-Nov-23-1936.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-27454\" class=\"size-full wp-image-27454\" src=\"https:\/\/phsc.ca\/camera\/wp-content\/uploads\/2023\/11\/Argus-Life-magazine-Nov-23-1936-sm.jpg\" alt=\"\" width=\"180\" height=\"225\" \/><\/a><p id=\"caption-attachment-27454\" class=\"wp-caption-text\">ad for Argus in the November, 1936 first issue of LIFE magazine<\/p><\/div>\n<p><strong>Toronto<\/strong>. Argus was a runner up to the mighty Kodak when I was a kid. Today, Argus is but an historical memory while Kodak continues on as a far smaller corporation, no longer the top dog of photography!<\/p>\n<p>When LIFE was first produced in the fall of 1936, Kodak missed advertising in the new magazine, but not others including the <a href=\"http:\/\/camera-wiki.org\/wiki\/Argus\">International Research Corporation<\/a> (IRC), then owner of Argus products.<\/p>\n<p>IRC touted their <a href=\"http:\/\/camera-wiki.org\/wiki\/Argus_A\">cheap Argus A<\/a> plastic body camera shown here as a solution \u00a0to underexposure and inaccurate focussing while copying (and dissing) &#8220;the expensive &#8216;miniature cameras'&#8221;.<\/p>\n<p>This camera was said to have popularized the 35mm film size to the States while the low price assured high sales. Sadly, the tiny camera was little more than a box camera, made to look like a well designed and made European miniature camera.<\/p>\n<p>Over the years the <a href=\"https:\/\/phsc.ca\/camera\/as-easy-to-set-as-a-clock\/\">Argus C-3<\/a>, fondly known as the brick, became the brand&#8217;s best seller by far.<\/p>\n<p>Our thanks to George Dunbar for discovering this fabled bit of photo history and sharing the advertisement with us.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Toronto. Argus was a runner up to the mighty Kodak when I was a kid. Today, Argus is but an historical memory while Kodak continues on as a far smaller corporation, no longer the top dog of photography! When LIFE &hellip; <a href=\"https:\/\/phsc.ca\/camera\/wishful-thinking-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":[1],"tags":[3029,2130,398,4494],"class_list":["post-27453","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-ann-arbor","tag-argus","tag-camera","tag-irc"],"_links":{"self":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/27453","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=27453"}],"version-history":[{"count":4,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/27453\/revisions"}],"predecessor-version":[{"id":27459,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/posts\/27453\/revisions\/27459"}],"wp:attachment":[{"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/media?parent=27453"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/categories?post=27453"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/phsc.ca\/camera\/wp-json\/wp\/v2\/tags?post=27453"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}