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FERNANDO GUIMARÃES LOMBARDI

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SX 70

Polaroid's SX-70. It won't let you stop. Suddenly you see a picture everywhere you look.

Now you press the red electric button. Whirr... whoosh... and there it is. You watch your picture come to life, growing more vivid, more detailed, until minutes later you have a print as real as life. Soon you're taking rapid-fire shots -- as fast as every 1.5 seconds! -- as you search for new angles or make copies on the spot. The SX-70 becomes like a part of you, as it slips through life effortlessly...

(Advertisement, 1975, quoted by Susan Sontag, On Photography)

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