c.1955 c.1959*. Ad men at work with a gizmo. My uncle, at the time vice president and production manager at the Foote, Cone & Belding advertising agency's San Francisco office, is at left. The gizmo is a "Chromocritic," a term which up to now returns zero hits on Google, so here's another first for Shorpy. It's obviously something used for viewing color transparencies under differing lighting conditions; the switch at the lower right toggles between "Daylight" and "Artificial." Extreme magnification reveals that its sole distributor was the Macbeth Arc Lamp Company of Philadelphia, PA. There Google helped me, and they were indeed suppliers of precision-calibrated lighting devices for the graphic arts industry. The graphic itself is in classic mid-50s illustration style. From an 8x10 print in a stash of my uncle's memorabilia I just acquired. *Thanks to Dave and others for narrowing down the actual dating. | Click image for Comments. | Home