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2'A-inch-square 35mm camera achieved advertising illustration Annual Report aperture ARNOLD NEWMAN art director ARTHUR d'ARAZIEN background beauty becomes black-and-white bright catalog CHARLES COLLUM client color balance color negative color photograph color photography color prints color transparencies contrast copy coverage created creative depth of field duotone duplicate effect Ektachrome transparency Ektacolor print emphasis enlarged exposure f/stop film focal length grain graph graphic HENRY RIES highlights important Kellogg Company Kodachrome layout lenses light source normal lens objects original Overleaf PAUL WELLER pher photogra photographer's Photography by CHARLES Photography by WILLIAM Photomechanical Reproduction picture plate plate-maker possible poster professional purpose result retouching Roebuck and Company roll-film camera RUDY MULLER set the mood sharpness shutter speed simply space advertising stop the eye story studio subject matter symbols technical techniques things tion tographer tone ture usually view camera viewer visual wide-angle lens