Weston Meter Advertising Archive: Page Two

Advertisements, Weston Master II, Exposure Meters, Magazines

Weston Master II Advertisement c1948: Unknown American Publication

An interesting example featuring the new Master II meter emphasising its use by professionals as an aspirational aim for the serious amateur photographer. Reliability and its suitability for colour film are stressed. Colour  film would have begun to be readily available in America after the war.

The photograph is interesting, not being a conventional family or holiday type of snap. It appears to be of a sub-tropical cityscape in Miami, Florida, or a similar holiday destination.

Weston Master II Advertisement c 1948: Unknown American Publication

A Christmas time advertisement for the Weston Master II Universal. The widespread use of the Weston is emphasised, prompting the purchaser to respond to peer influence.

 

Two models of Weston are mentioned: The Weston Master II Universal (illustrated) was manufactured from 1945 and the Cine model from 1946. So it is likely that the second model mentioned was the Cine Meter.

Advertisements, Weston Master, Exposure Meters, Magazines, 1948
Advertisements, Weston Cadet, Exposure Meters, Magazines

Weston Cadet Direct Reading Exposure Meter Advertisement c1949: Unknown American Publication

One of few advertisements of Weston Exposure Meters not dealing with the Master series. The Weston Cadet Direct Reading model was one of a series of four designed to provide quick but accurate readings. 

Its small convenient size is mentioned as well as its versatility in being able to do incident as well as reflected light readings. Unlike the Masters, there is no reference here to professional use. The model is aimed squarely at the snapper's market.

Weston Master II Universal Advertisement c1955: Unknown American Publication.

A sweet humerus advertisement playing on the fear of loosing holiday photographs because of bad exposure. By the 1950's postwar prosperity in America had risen to the extent that most middle income families could afford holidays in distant or foreign locations. Records of these to show friends was part of the post-holiday social ritual. Colour print, movie and transparency film was readily available but had little latitude on exposure. Over or under exposed results would have been common. The wording in the text of the advertisement also encourages the use of photography in Autumn and Winter events.

Advertisements, Weston Master II, Exposure Meters, Magazines
Advertisements, Weston Master II, Exposure Meters, Magazines, Color

Weston Master II Advertisement c1955: Unknown American Publication

Another advertisement stressing the need to expose correctly for colour film. The camera featured is over-size compared to the man's head, but most closely resembles a Leica.

The visual elements here are inclined to an aspirational approach to photography, that of the serious amateur. German precision cameras would have remained very expensive in America, but not out of the reach of middle earners.

Weston Master III Advertisement 1958: Unknown American Publication

By the late '50's prosperity in America had reached a level where interstate and international air travel were accessible to the more prosperous vacationing citizen. The brushed silver cased Weston Master III was the last of the Master series to be made in America. Subsequent models would be imported from the British Sangamo factory. Colour print film, transparency and cine film were by now in common use to record holiday experiences in addition to black and white. Colour film stock required exact exposure and, as with several other advertisements, the message plays on the social consequences resulting from poor exposure. Why the meter itself has been illustrated upside down is unexplainable.

Advertisements, Weston Master III, Exposure Meters, Magazines, Gift Tip
Advertisements, Weston Master IV, Exposure Meters, Magazines, Photo Frustrations

Weston Master IV Advertisement 1962: Unknown American Publication

By the introduction of the model IV in the '60's international travel in America, by ship or by air, was a reality for many (note the inclusion of the passport). The squared off design and more compact styling of the new model at last breaks free of the pre/post war look that had endured. Accuracy and professionalism are again emphasised.

Use a Weston Meter: Clark Gable endorses Weston Exposure Meters: 3 Fold Dealer's Leaflet, 1938 U.S.A.

This 3 fold 2 colour marketing leaflet of 3 1/4 x 6 inches (folded) features the major movie star, Clark Gable, endorsing Weston's flagship model, the 650 Universal, of the time. The year 1938 is clear from the reference to the film: Too Hot To Handle, made by Gable in his anecdote inside. 

All three models made at that time by Weston are featured in the leaflet: The 650 Universal, 819 Cine and 850 Junior (Direct Reading). As is clear the leaflet recommends their suitability across the board: Beginner, Amateur and Professional. The back has a blank bottom panel for a dealer's stamp. This example however may be unusual in that no dealer's mark has been added.

weston gable.jpeg