100 YEARS, PRECISELY.

ONE CENTURY OF COMMUNICATION

ADVERTISING WITH PEOPLE AND MACHINE

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The sales brochure of this Swiss precision product, a grinding and lapping machine Type 150 with or without base, is from the 1930s.

The device is characterized, among other things, by the fact that it contains two grinding wheels, one for pre-grinding and the other for regrinding, the so-called “lapping”. The amusing thing about this outdated product presentation is the factual, technical information, which does not require any sensational propaganda. Only the text introduction has something of the intrusiveness and obtrusiveness of today’s advertising: « Important! Read! » it said in a militaristic tone. The telephone number of AGATHON A.-G. SOLOTHURN displayed in the header line is also astonishing. It is 23.886!