The commissioner of schools himself urges voters to vote "yes" on all 7 bond issues, presumably to help education in San Francisco, California. Students are shown rushing to catch streetcars to take them to their next class, often 2 miles away. And they do this all day long 5 days a week for the entire term. I suppose the bond issue was for building a junior high school to alleviate that problem, but we are never told its purpose; probably the residents knew without any further explanation. When shown on the Turner Classic Movies channel, Robert Osborne's co-host, Annette Melville, mentioned many such political ads were made in the period, but few survive. In that context, I found the film fascinating. Ms. Melville also mentioned it was very effective, since the bond issue passed with 70% of the votes.
2 Reviews
You Can See Why It Was Effective in Accomplishing its Purpose
Snow Leopard19 August 2005
This is interesting to watch as one of the few surviving examples of filmed political advertising from its era. Although it's not quite as polished as political ads of the present usually are, it was apparently quite successful in accomplishing its purpose. It's not hard to see why, because as simple as it is, the idea was rather well-conceived.
The movie focuses on a student at San Francisco Junior College who, due to the school's limited and scattered resources, must endure considerable inconvenience each day just to get to all of her classes. This is cited as a reason to vote in favor of an upcoming bond issue, which presumably would allow for better and more convenient facilities. It works well enough, even now, in pointing out the need for action, with a minimum of talk or boring figures.
Although in more recent times such an advertisement might be made with fewer rough edges, this still stands as an example of the kind of advertisement that usually works the best. It efficiently points out the need for action, and offers positive reasons to do so.
The movie focuses on a student at San Francisco Junior College who, due to the school's limited and scattered resources, must endure considerable inconvenience each day just to get to all of her classes. This is cited as a reason to vote in favor of an upcoming bond issue, which presumably would allow for better and more convenient facilities. It works well enough, even now, in pointing out the need for action, with a minimum of talk or boring figures.
Although in more recent times such an advertisement might be made with fewer rough edges, this still stands as an example of the kind of advertisement that usually works the best. It efficiently points out the need for action, and offers positive reasons to do so.
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